Summary:
Client Praise Powerhouse: Curating good testimonies is essential for business owners for several reasons including, establishing trust and credibility, increase conversion rates with the right buyers, and foster customer loyalty. The temptation is to become more extreme in our marketing in today’s economy, but this episode doubles down on how you can connect with the best, most perfect audience and keep your business in the black.
Today Sarah Allred is in the house, and she brings her amazing ability that helps business owners reach new audiences by curating powerful case studies. However, these case studies are not the ones you will expect. In this show you’ll learn why the unicorn testimonies are not the best ones to gain long term clients. Instead we dive into the framework of gathering “core results” in your business that everyone can relate to.
Learn how to connect with buyers in a realistic way that creates loyal fans and realistic buyers.
At the end of this episode, you will:
-
- Understand how the case studies you may be sharing are not to your benefit
- Why “core results” are important and how to establish them in your business
- How to curate case studies that will actually bring in the perfect buyers and meet their expectations every time
Resources mentioned:
April Beach on LinkedIn
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Full Show Transcript:
282
[00:00:43] April: Hi guys, and you. Welcome back to another episode here on SweetLife Entrepreneur Business Podcast and today this is a really special treat because we are diving in and talking about completely disrupting marketing in a way that you might not have thought about [00:01:00] before.
[00:01:00] April: So you know about the importance of getting case studies for your business and testimonies, but today’s. Literally unpacks everything you’ve ever known about receiving case studies, receiving testimonies, and using them in a marketing capacity that is gonna make a massive difference in your business immediately.
[00:01:20] April: So here is what you can expect from this episode. First of all, it’s episode number 282. So if you’ve been a listener for years, you know that means you can cruise over to Sweet Life podcast.com. Forward slash 2 82 and dive into all the show notes, all of the resources and everything else we have to share with you here that are bonuses to this show.
[00:01:40] April: And you can also tap into the transcription there if you’d prefer. With that being said, let’s talk about what you can expect. From this episode, we are gonna dive into how to actually use case studies to find the perfect audience, the perfect buyers that are going to absolutely rave [00:02:00] about you forever and come back asking for more, come back, wanting to work with you more.
[00:02:05] April: What’s so interesting is that these are not the case studies that you would expect, and frankly, they’re probably not the case studies that you see on most businesses, sales pages and websites. And so we’re rethinking the whole entire thing. We’re breaking it apart. We are repacking it, and at the end of this episode, you will understand.
[00:02:28] April: Case studies in your business, and it’s in a way that is really gonna benefit you and your clients, you’re gonna know why. Understanding the core results that you deliver in your business is probably one of the most important things that you can do in the formation of these case studies. And you’re gonna know how to curate case studies in a way that are attracting clients.
[00:02:50] April: Always going to win with your service. I’m super excited to dive in with our special guest today and a dear friend, Sarah Allred. [00:03:00] Let me tell you a little bit about Sarah. So she is a marketing guru, but particularly Sarah works with organizations to help them market to women, which particularly that is, I’m gonna get you the number. 72% of buyers in every household of decision makers are the women. And so Sarah’s experience is using strategies that directly go to women that directly speak to the decision makers in the household. And she has been disrupting marketing with her frameworks and how she teaches businesses to do that.
[00:03:34] April: Her brand Victress Marketing addresses these issues and helps companies increase their sales. By how they communicate directly to women. With a top 30 business podcast on Apple’s iTunes, her greatest accomplishment is building her empire while maintaining a strict 12 hour work week that celebrates Fridays off to go swimming with her kids, and you can already know.
[00:03:59] April: That’s why Sarah [00:04:00] and I connect so well. She’s highly sought after as a strategy coach with clients all over the world. In using Sarah’s unique Victress marketing system, clients are able to escape salesy marketing, which you’re really going to hear how to do this on this episode and spend less time on the computer.
[00:04:18] April: Growing their business in a way that lets them fully thrive with the perfect clients that are the right fit for them. So with that being said, let’s go ahead and dive into today’s episode. I’m super excited for you to join and actually tap into this framework and it was awesome. And then after the episode, of course you know where to find all the show notes again by going to sweet life podcast.com/ 282. And we are super glad that you’re.
[00:04:46] April: Hi you guys. I am super stoked to be here with my friend Sarah. And Sarah and I are newer friends in the last couple of years, but I had this amazing opportunity to sit down with her and have dinner in Florida and [00:05:00] just hear about her genius. In how she inserts her genius into businesses. And this genius is something that is really important for all of us to understand.
[00:05:09] April: It’s how to connect with the right buyers in a realistic way that actually creates these loyal fans, repeat buyers. It doesn’t make your business seem like. Pie in the sky, you’re very relatable. And so in preparation for what we are gonna talk about here and what Sarah’s gonna teach you guys, I have a million notes on a piece of paper here, um, to, to help guide this conversation.
[00:05:33] April: But, I just want you to know that this is very important for you all to be here from a marketing standpoint. This is going to be a very good use of your time. We’re gonna give you high value here. Sarah’s just going to walk you through some important practices and, um, and give you a transformation in your business just by hanging out here with us on the show.
[00:05:52] April: So Sarah, I am so glad that you’re here. Um, do you wanna give yourself just a little personal intro and then we can dive right into what you [00:06:00] do and, and why your zone of genius is what it.
[00:06:03] Sarah: Oh, I, I’m so honored to be here and I think back on, I have known you way longer than you have known me, and you were really the one that introduced me that there actually was an art to offer creation.
[00:06:15] Sarah: And I just thought, oh, you mean I don’t just slap a whole bunch of stuff together and like pray? Everybody buys it right. In my early years of business. And so you have really guided me to, um, a mindset. Actually serving your people, like heaven forbid people. Right. Thank you. Like you were kind of the one that Yeah.
[00:06:34] Sarah: That initially introduced me to like, like what would you do differently today if you just wanted to, to really highly provide value for your people? And you’ve continued to do that for years. So this is a dream of mine to be sitting across from you and I’m so grateful. So thank you. Thank you. I didn’t, I didn’t realize that.
[00:06:49] April: Thank you so much. Oh wow. That’s very sweet. Okay, so. You have this amazing ability to help business owners see things that they are not [00:07:00] seen in their own business in order to reach clients in a very realistic way. Tell everybody a little bit, you know, about your family, where you live. Give us a little like behind the scenes of what Sarah does every single week. Um, and then bring us kind of down to where we are here in this conversation..
[00:07:18] Sarah: Totally, totally. So I live in northern Utah. Uh, I love to ski. I’m a Harry Potter fan. I’m a Star Wars fan. Uh, my faith is super important to me. Those are some of my foundational things. I am married to the boy down the street, even though like I was a marching band nerd in high school and he was like an all-American soccer player.
[00:07:36] Sarah: We were on different planets through high school. We certainly reconnected after our schooling and married the boy that literally was down the street from me, which is a conversation for another day. Would we just. Sappy and beautiful. Um, I have four awesome kids ranging from age three to 13. I’ve got a golden doodle that will probably bark in the middle of this interview, so we will welcome his contributions.
[00:07:57] Sarah: Um, and I run a business [00:08:00] and when I originally started my business, um, my biggest, uh, focus had to be that my husband was in the middle of medical school, and so his world and commitments had to take prior. As far as time, and so I feel really grateful. Gosh, hindsight is so 2020 that I was able to build my business, um, to f my first six figures, my second to half a million dollars in 12 hours a week without a team.
[00:08:27] Sarah: That was the goal, and there is no secret sauce. Really to how that happened other than the fact that I had to work it within 12 hours a week. And so hindsight is so beautiful that I feel so grateful to have had that opportunity. Now I’ve got a team, and somehow along the way I was able to find that my gift is really being able to step into people’s businesses and teach them how to attract what I believe is the most powerful consumer on earth, which.
[00:08:58] Sarah: Women. Mm-hmm. So [00:09:00] I focus on one-on-one consultations, group coaching, as well as course material that helps business owners tap into and basically not repel the most powerful consumer, which is women. So that is my specialty. Wow.
[00:09:13] April: Wow. I, I love that you’re here. I, you know, first of all, this is not what this podcast episode particularly is about, but we do talk about this a lot in the show. The systems that you had to create in your business to do what you did in 12 hours a week are like, And you didn’t even realize it right then. Now I didn’t realize it. You’re like, look at what I did. I love that. I love that. And we just do what we have to do, uh, to, to make it work. But it also takes dedication and tenacity and a belief in your genius and what you do. And, and you had that. So, um, congratulations. Oh,
[00:09:45] Sarah: thank you. I mean, it’s an honor and anybody in the room who feels like I don’t have enough time, or I don’t have enough startup costs or whatever, that’s your ticket to the big leagues, like leverage that. That’s where the magical.
[00:09:57] April: Right. Right. You do because you’re doing the important work. [00:10:00] Um, I always, I always say to my team, I’m like, okay, I have a whole day to get work done, which means I’m not gonna get anything done.
[00:10:07] Sarah: Amen. I never have a whole day the Grands Plus ever. Right.
[00:10:11] April: Kids are older now. Right. But I, I remember that in those days. It was like after bedtime and, you know, all these crazy things. But now I have all this time and it, but it doesn’t mean I get more done guys. Um, so I digress. But I love your story and, and I think that that’s why we’re, we’re friends and we connect alot.
[00:10:27] April: So today we are talking about. The difference between sharing marketing content that helps people actually connect with your business versus repelling people because they think it’s ridiculous to pie in the sky.
[00:10:44] April: So at the end of today, our listeners are going to know how to, um, establish their marketing and their messaging in a way based on what you’re teaching that is going to create loyal. Buyers followers, [00:11:00] and so I’m really excited for you to dive into this. Teach us what part of marketing are marketing Are we talking about, um, what’s not working that we need to shine light on and be in? How people rethink, what do we need to rethink in this episode? Oh, I
[00:11:16] Sarah: wanna dive straight in. Okay. Okay, good. What? What we are really going to leverage today is not to help you with lead generation or a front end offer. We are here to leverage a specific part of your marketing and your messaging that will help you build loyalty with existing customers.
[00:11:36] Sarah: We are looking to leverage specifically, K drum roll please. Testimonial. And case studies in order to produce repeat customers second purchases through through third purchases, fourth purchases, fifth purchases. That is what we are aiming to target through the world of testimonials and case studies. That’s what we’re covering. Wow.
[00:11:58] April: Okay. So what’s wrong with [00:12:00] testimonies and case studies right now? Why is this such an issue? Um, and you and I talked about this behind the scenes and it immediately, I was like, of. Of course, but it isn’t something that we’ve, we’ve actually discussed before. So what’s wrong? Why is it working?
[00:12:14] Sarah: Right, so I think the temptation is, is we have combined the purpose of testimonials with what we’ve been taught in traditional marketing about like hooks and headlines and how to make people stop on social media. And what we’ve done is we’ve made testimonials and case studies.
[00:12:32] Sarah: Unrelatable, that’s what’s happened is all of a sudden if you’re, if you’re gonna look at Googling how to make money online from home, everything in the top 10 parts of Google are gonna say, how to make a hundred thousand dollars a month from home, and how this client made $10,000 in their first day, and how this person made a million dollars in an hour.
[00:12:50] Sarah: And what happens is, Is while that person, it will grab their attention and they will say, well, I would love to make an extra $100,000 per month. Is there anyone [00:13:00] listening that would not want that result? Like we would all be in line. Right? Right. And so while that kind of like case study, whatever you wanna call it, testimonial case study, we’ll use those interchangeably in this discussion.
[00:13:12] Sarah: Whether you use that, um, if you just choose to use that as a hook. The reason it doesn’t work is I’m gonna get real blunt with you. The chance of you regularly producing a hundred thousand dollars in revenue for your everyday client that buys your offer is. Right, and because of that, they will come in and buy the initial offer, and then down the road they’re gonna say, I’m stupid.
[00:13:40] Sarah: Her product didn’t work for me. His or her product didn’t work for me. I didn’t get the support that I needed. Nobody wants my product. They get into a world of doubt and they associate the feeling of doubt failure, and that they’re not good enough with your product or business, and they won’t buy again.
[00:13:58] April: Wow. Okay, [00:14:00] so let’s just pause for a minute. So what you are saying is by sharing the highest rarest result in case studies, that it causes people who then purchase based on that result, when in fact that is not a common result that most people achieve to feel like they have failed in your program or they aren’t good enough or your program doesn’t work for them.
[00:14:27] Sarah: Absolutely. So you certainly get the front end purchase, but in the way of April Beach, we are here to actually serve our people with the highest value pod. That’s why I’m on this podcast for crying out loud. Okay. We are here to create intense value. You will get the front end purchase, but then your repeat purchases will go down dramatically, um, because they feel they have failed themselves or you have even failed them in the.
[00:14:55] April: That is so true and it’s an elephant in the room, but [00:15:00] nobody is saying that. Nobody, nobody’s saying that is saying that. This is like, to me like I have chills because I mean, how many of us as business owners, let’s just talk about this, right? How many of us as business owners look at. Competitors or other companies and even look at their case studies and see, oh my gosh, this person, you know, helps their clients, you know, reach eight figures in six months.
[00:15:20] April: This person does this. This person helps their clients gain a hundred thousand Instagram followers based on their method, right? How many of us is leaders even look at those other testimonies that other companies create and share even, you know, as legitimate as they. And feel even. Let’s first talk about our own psyche as a leader, right?
[00:15:42] April: What if we don’t have those high results? What if what we do is amazing, but there isn’t a monetary component, there’s more of a psychological transformation or something else. Or what if we’re really great at what we do? But, you know, and this, I think this is a case with a lot of our [00:16:00] leaders, or a lot of our listeners, a lot of our listeners are really good and they’re really dedicated to serving people.
[00:16:08] April: And I, I think that even before we even dive in, you’re gonna share like a framework to, to build these case studies. But even before we do that, I just wanna take a pause and tell everybody who’s listening that if you have felt like your business or your program or whatever isn’t enough because your competitor is sharing these moonshot testimonies.
[00:16:32] April: Then it’s not true. That isn’t a reflection of it, and that is very uncommon. And like we’re gonna dive in here. There are so many factors. You and I talked about this, you know, behind the scenes before we record it. Like we have clients that license offers, you know, from. 80,000 to 800,000. And we have clients that are working on building their programs to license and they haven’t sold one yet.
[00:16:55] April: You know that that’s the real, there’s so many other factors. So I just wanna pause for a minute [00:17:00] to all of you guys listening and saying that, do not measure how good and dedicated and amazing you are, as long as you’re engineer your program’s, engineered correctly, you know? Mm-hmm. And the results you delivered to your client.
[00:17:12] April: Don’t feel intimidated by these other things because what Sarah is saying here, Actually, those over the Moon case studies and testimonies are potentially hurting the relationships that businesses could have long-term with our clients. Is that right?
[00:17:27] Sarah: You’re so spot on. And I think the temptation is, is everyone is attracted to the sexiness of like overnight success. And so when you get that one client or when you’re aiming to get that one client to that, to that massive result, you get, you get really, really lost in the weeds of being able to play the long-term game of business. We lose sight that like after this launch ends and after all this work is quote unquote done after this [00:18:00] launch.
[00:18:01] Sarah: What, how am I going to keep those people engaged and how am I gonna serve them to continue to serve their life? And so I I echo the, the, the challenge that your coaches and, and the people that you were, your amazing clients that they struggle with in the fact of like, we all want the overnight success, but if you promise the moon and don’t deliver, your business will also be an overnight.
[00:18:26] Sarah: Right when those customers run out. And that’s not why I’m in business. I’m not gonna do that to my family. I’m not gonna do that to my clients. And you’re the same way. Mm-hmm. We’re not in business for the overnight success. Mm-hmm. You
[00:18:39] April: said something really powerful be before, um, we started recording, you said, especially now people Oh, amen.
[00:18:47] April: Don’t want necessarily, they’re not looking for the 10 x, they’re looking for the two x. That was just Amen. Amazing. Cuz you are so right. You know they’re not, [00:19:00] yes, they want the 10 x, they want the four, they want the six, but right now they just want the two. And so even if your company delivers the 10 x and, and you are amazing at that.
[00:19:11] April: What we’re talking about today is we’re talking about creating relatable case studies and testimonies. That speak to the two x because speaking to the two X is, maybe even based on what you’re saying, it appears to be more important than speaking to the 10 X results because a 10 X is a rare result in most consulting businesses cuz there’s so many other factors.
[00:19:37] April: So let’s talk about that for. Can we go into that? Can we go into what are some of the factors in all of your research and all of your work that you find gets in the way of clients actually getting the 10 x? So now we’re removing us as business owners, removing us as the coaches. Let’s talk about what’s going on in the buyers and the consumer’s life.
[00:19:58] April: That even if you are like [00:20:00] the cat’s meow of what you do and your program is engineered, transformationally correctly, all this stuff. What is, what are these factors that we cannot actually. Talk about some of those that you’ve found in
[00:20:13] Sarah: your research. I love this cuz this is like what I’m hired to do.
[00:20:16] Sarah: Mm-hmm. Let’s just bring on the game plan. Okay. So I walk in there and I have my team and we go in and we watch webinars and we watch pitches and we, we go through programs and we do all these things and we like. Audit it. We audit it and we say, what is going on in this buyer’s brain? And can I use my own case studies please to show you how we did this?
[00:20:38] Sarah: And this is actually gonna give your people an assignment, something to be, okay, cool. Actionable to start. Okay. You
[00:20:43] April: guys get pen and paper.
[00:20:44] Sarah: Pen and paper. Pen and paper. So we walked into this company, they are $25 million a year in sales. So you would. They’re, they’re doing just fine. They’ve got a legitimate business, right?
[00:20:54] Sarah: 25 plus, um, million dollars a year. However, 3%, and I specialize in women, but this is [00:21:00] still gonna help you with your sales, with men. Um, they came in and they said, only 3% of our buyers are women. What is going on? 3% of people, right? That’s
[00:21:09] April: insane. Don’t we buy everything?
[00:21:11] Sarah: Don’t really buy everyth. We buy 85% of things by the way we can. That’s a discussion. Let’s for another date. Alright, so I dive in and we are watching their webinar and I am specifically looking for the case studies. Okay? And they owe investment business. They are investment coaches. Okay? What do you do with your money? And they, they target, um, Entrepreneurs.
[00:21:30] Sarah: So we’re sitting there watching, they’re talking about this really unique investment strategy and they’re saying, you know, this is such a successful strategy that look who else is using this same strategy. And then the next picture is Oprah Winfrey and they talk about how she’s using their investment strategy.
[00:21:46] Sarah: And then the next person is Jeff Bezos. Owner of Amazon, and then the next person is Warren Buffett. And my heart is just sinking because I can see all my little [00:22:00] team, my posse of people that I bring in to audit and we’re all going, no, here it is. Here is the unrelated ability. And what I have my team do as we audit and I do it myself, is we get in there and we fill in the blank.
[00:22:14] Sarah: And this is what you need to write down. People are listening.
[00:22:16] April: Okay. You guys ready? Okay. Okay. Yeah.
[00:22:17] Sarah: I even have it written. Good. So when you are going through your testimonials and your case studies, your client is going to say something like that is super cool, but fill in the blank. Okay. I know it’s really simple.
[00:22:33] Sarah: We are playing the most simple game of Madlibs right now. Okay. Okay. So they see Oprah and they will say, that is really cool and I even like her, but she has an entire team of people running her money that I don’t have. Unrelatable. Jeff Omar van, Amazon. Okay. He’s super cool, but he can afford. To totally lose out [00:23:00] on this investment.
[00:23:01] Sarah: He’s one of the richest men in the world. Right? Right. And so do you see how that really, really simple fill in the blank can, can shine a light on the fact that the people that you are using are unrelatable? Now, some of you may say, I am not using Oprah, and I am not using Jeff, and I’m not using Warren Buffett.
[00:23:16] Sarah: And you’re saying I’m, but I am using my most exceptional case studies from my clients. Okay. Welcome to my world. My first webinars, I was taught traditionally to just use those testimonials that make everybody, wow, you’re amazing. And I’m like, this is so ego-driven. Okay? But I use it anyway. And I, this is true story.
[00:23:35] Sarah: I had helped a client with my systems in a year go from four $400 a month in sales to $40,000 a month in one. Okay. A month. Like legit. She lives down the road from me now. Okay. We are dear friends. Yes. Best one. And I was like, oh my gosh, this webinar’s gonna sell. And it did. Boy did it sell. Okay. We converted a huge amount in the [00:24:00] room and everybody kept bringing up this testimonial.
[00:24:03] Sarah: They were like, oh my gosh, this is me, this is my dream. All that kind of stuff. And what happened six months later after the course, I lost, I, I was hemorrhaging clients for the next stage in my business hemorrhaging, and I’m exposing this, okay. I’m not gonna lie. Yeah. About how hard business is. Okay. Thank you.
[00:24:22] Sarah: I was hemorrhaging clients and that was the tipping point for people, is they felt like I didn’t achieve the $40,000 a month, and so therefore it didn’t work. So I’m not ready for the next. Okay. Yeah. So with my own experience and with this, with this other financial company, we went in there and we brought in relatable.
[00:24:42] Sarah: Okay? We brought in relatable testimonials and case studies. We brought in a family of four, right, that lived in an average home in an average neighborhood who maybe went to Hawaii once or twice a. Right. And we talked about how these investments generated an [00:25:00] additional $20,000 of revenue for their life because of these investments.
[00:25:06] Sarah: Okay. And, and we, we took each one of those, like Warren and Oprah and Jeff, and we replaced those with more relatable ones to target different avatars that they were wanting to bring in. And we now have 22% of people that buy on their webinar that are women. Wow. 22%. And we also increase the sales from men.
[00:25:27] Sarah: But there, that was the only thing that we changed. And then we focus in on the next step. And now their next step program, um, is 50 50 men, women, and we’ve increased the amount of people that come in just dramatically. So I don’t, we don’t need to get into all the percentages, but it matters.
[00:25:45] April: Right. So, and I’m, and I’m looking at, you know, my notes that I’m taking here.
[00:25:50] April: And the things that you’re saying in just by changing the relatable story, that’s what you did, is you created your testimony with a relatable story. It wasn’t that [00:26:00] moonshot or that unicorn. And, uh, and you created a relatable story. You t you increased their buyers from three to what, 22%? 22%. That is. And so I, I wonder, you know, for our people, I want you guys just to take a second and do again, do this exercise.
[00:26:19] April: We’re just gonna pause for a minute here that Sarah was talking about when people are looking at your case studies, everything we’re working on is your case studies and your testimonies that you’re sharing at in your sales process. Okay? That’s what we’re working on today. If I didn’t make that clear in the beginning, What are they saying?
[00:26:37] April: This worked for them, but they have more time. They have a team. They have money to invest in their business. What is that? They, they don’t have kids or their kids are older or you know, they don’t work in nine to five, whatever that is. What is it that your people are saying when they read the testimonies that you share that worked for him or that worked for her, [00:27:00] but.
[00:27:01] April: And so when they identify those, uh, the, the reasons that they’re not gonna buy in that, how do we fix that? How do they then communicate or, or, you know, those steps to say, okay, they’re, they’re saying that they can’t do this because of what, how, what, what do we do
[00:27:19] Sarah: next? The next step is to define what we call the core result.
[00:27:26] Sarah: And my question that I would ask you, if you were to hire me to come out to your business and sit with you, I would say, what result can you provide for nearly every client that goes to your program? Wow.
[00:27:43] April: I, we want, yeah, go ahead. Yeah. Okay. What. Let me go back and say that word core result because that’s a big deal.
[00:27:55] April: We’re gonna make a definitely, we’re gonna make a graphic on this [00:28:00] for sure, and get it out there on social media. Um, you know, Sarah said core result. What is the core result? And I just wanna pause for a second and just say, you guys, if you’re listening and you actually don’t know what that core result is, we do need to talk about your offer engineering, um, April girl for sure.
[00:28:17] April: You know, if you’re here and you’re like, oh my gosh, well I can do all these things and they kind of get this and they kind of get that and da, da, da. So we need to identify, but what is that core result? And then what was the next thing you said? What is.
[00:28:29] Sarah: Something, the core result that you can consistently provide for clients that go through your program.
[00:28:36] Sarah: Okay. Yeah. Program offer. We’ll use the word offer. That’s your world. Mm-hmm. Mm-hmm. Um, the, the key there is, is some people are, are gonna fizzle out, maybe not finish your program or not take action or whatever, whatever. I mean, but what I mean is when people go through your program and finish it, what is the consistent.
[00:28:55] Sarah: Okay. If you were to like go behind the scenes in my own business, you’re gonna laugh at something [00:29:00] because I’m kind of practicing what I preach. Okay. Like you will see that the result that I. Pretty much guarantee for my one-on-one clients and my Mastermind people is that we will double their revenue with the women.
[00:29:13] Sarah: We will two x their revenue. Okay? Have I 10 Xed the revenue of people’s businesses? Absolutely. Okay. Right. Have I eight Xed and six Xed? Absolutely. But what can I consistently provide for those clients? Two x. That’s the core result. I will double your revenue with.
[00:29:33] April: So everybody is absolutely thrilled with you, and then you create these repeat customers that stay with you on a longer term journey because they in fact did accomplish through your teaching and leadership and your frameworks and your coaching, your method, what you said because you led them in with the two X and not the 10 x.
[00:29:54] Sarah: Absolutely. And I dive a little bit April, I, I don’t know, like the specifics about your [00:30:00] coaches or clients. Mm-hmm. And they may not have like a monetary value. Mm-hmm. But I remember working with a couple that they teach, uh, marriage, marriage counseling. Right. Basically is what they teach online. Mm-hmm.
[00:30:09] Sarah: Their marriage coaches. And they had always been using like, We ripped up the, the divorce papers and we renewed our vows, and we have never said a bad word to each other ever again. That was kind of their thing, right? And you’ve got some people coming into their trainings like saying, um, he, we have not like, slept in the same room for five years, like, let alone ripping up divorce papers, right?
[00:30:31] Sarah: And so they started to change their results where it was like, we’re gonna help you start to at least sleep on the same. Right. This person, they started sleeping on the same floor or they started sleeping in the same room or, and I know that that’s like really practical, but that’s an achievement in a marriage.
[00:30:50] Sarah: Marriage, right. That’s an achievement. And while you don’t have this explosive like lead generation, that’s what your hooks are for people, but this explosive lead generation, [00:31:00] they consistently provide that result of getting couples to sleep in the same room by the end of their program. Right. Okay. It’s not the sexiest result, but it’s something they can consistently provide.
[00:31:09] Sarah: And then those clients refer the heck out of their program and that’s how they generate an avalanche of, of loyal customers through testimonials and case studies that are realistic. Go figure.
[00:31:21] April: Go figure. So the rethinking that we’re doing here today, we’re not saying you guys can’t share your, you know, your big pie in the sky testimonies.
[00:31:30] April: We talked a little bit about whether or not you even have them yet as a business. First of all, if you don’t have those yet as a business and you just have the realistic ones, awesome. Great job. Like you’re, you’re doing amazing work for your people if you do. Amen. If you do, is there like a, you know, the mix, I mean, these really like wow testimonies, right?
[00:31:50] April: Is there like a percentage mix that you recommend? Like you could share like one pie in the sky, but how do you then communicate, you know, but this is what is a standard expectation for those people that [00:32:00] go through our program.
[00:32:01] Sarah: Absolutely. Absolutely. So we actually do not recommend on front end offers using the pie in the sky, cuz that is when your clients are most vulnerable.
[00:32:10] Sarah: So we absolutely cut them out. April, you may disagree with me. We cut out the most extreme testimonials on front end offers. We do use them for higher ticket offers, $5,000 and above offers, we will use those. Um, cuz you have to understand who is in the. Okay. Making the extra a hundred thousand dollars when you’re selling a $5 coloring.
[00:32:32] Sarah: Okay. Is real hard for someone to imagine and be relatable. I know. That’s so funny. That’s like a real life customer. Okay.
[00:32:42] Sarah: We’re getting real here. Right? I love it. So we do reserve those high-end ones for actually. Offers that are further up what you offer. Um, and then we just recommend that you have three different relatable testimonials in whatever pitch or webinar [00:33:00] it is that you, um, use for your front end clients.
[00:33:03] April: Amazing. Uh, you’re a genius. This is your area of expertise. So if that’s what Sarah says, then that’s what you guys should be doing. Uh, I don’t know. You know, this, this totally makes sense. Everything we’re talking about is so logical and you know, this process that you’re teaching is helping leaders to rethink how we’re connecting with our audience, helping our listeners, our clients, your clients, you know, everybody who creates a change to communi.
[00:33:30] April: Better and more realistically about the most common, as you said, core result, realistic change that they can make. And yes, it totally makes sense that we would do the more realistic transformations. We call ’em transformations. With the, with the more upfront offers for sure. Um, certainly the, the moonshot results, and you guys should share those, especially if you actually have, if they’re ethical.
[00:33:56] April: We wanna make sure, I think there are a lot of businesses out there that are sharing case studies that [00:34:00] might not necessarily be true and ethical. I’m just gonna say that. It’s easy
[00:34:03] Sarah: to do that in terms, right?
[00:34:05] April: Yeah. Um, so, you know, making sure they’re ethical with these higher ticket offers. Um, but then also saying, and this is a legal thing that I’m not getting into.
[00:34:13] April: I’m not an attorney, but I know that our go-to attorney we refer to who’s been here on the podcast would also say, make sure your contracts say, you know, these results aren’t common, and make sure that your mm-hmm. Terms and terms and agreements are correct as well, but, This mix. Okay, so let’s go back to the mix that you said.
[00:34:30] April: Okay. That is, uh, realistic testimonies on upfront offers about three relatable testimonies, uh, in your conversion event, your live event, your webinar, your sales page, whatever that is. And then reserving some of. Those higher achieving case studies for over 5,000 that you would call like higher ticket, uh mm-hmm.
[00:34:52] April: Or an actual legitimate, you know, 20, 30, 50, a hundred thousand dollars
[00:34:56] Sarah: program. 100%. 100%. If you [00:35:00] are in the long game of business, right. Right. That’s the next, right. The time that we’re recording this, we are at the end of 2022 and, um, the world is nuts right now. Business is nuts. Things are shifting, pivots are happening, and the temptation is going to be to be more extreme and more extreme and more extreme in what you can offer and what you can charge and what you can do.
[00:35:24] Sarah: And the reality is, is you are losing sight of like your greatest clients on. Okay. Don’t underestimate. I remember a time when I was in, my husband was in med school and my business was struggling so much. I was legit making cream of chicken soup from scratch April, because I could not buy the 69 cent can.
[00:35:45] Sarah: Okay. That It was bad. Okay. I had like a neighbor drop off a bread maker cause I couldn’t buy bread. Like it was so bad. We were in so much trouble. And I just remember. What an extra like hundred [00:36:00] dollars a week meant to me, right? Right. Our food budget was $225 a month for a family of four back then, an extra a hundred dollars a week.
[00:36:08] Sarah: And so don’t underestimate the results you are getting for your people. One less fight a day for a married couple is a result, okay? And their first five sales in a business or in a, in a licensing agreement, whatever. It’s a huge deal, and those people will praise the Lord for you. I don’t know if you’re religious or not, but they will be so grateful for you over the long term for those first five.
[00:36:38] Sarah: And for that first, that first hundred dollars that you help them bolster in their business. And so regardless of what spectrum you’re on, as far as coaching and pricing and packages and offers and all that kind of stuff, just don’t let go of the fact that the world is nuts right now. The world is nuts and you producing these incremental 1% [00:37:00] changes in people’s lives are changing lives.
[00:37:02] Sarah: Share it. Share it. There are more people out there that need you than you think, and you’re repelling them by using these astronomical results that you’ve provided once or twice, and you’re missing probably your most effective, um, client that’s out there wanting your services.
[00:37:19] April: Thank you so much for saying all that it needed to be said.
[00:37:23] April: Absolutely. Uh, and, and you know, you guys, this is also a really important time to take a pause and make sure the offers that you have engineered are correct. Amen. That they are, you know, everybody is talking about high ticket, high ticket, high ticket, and I mean, we have very expensive high ticket programs.
[00:37:40] April: Our clients build very expensive high ticket programs, but they’re. Equally valued to the ROI that people receive. You know, if you’re feeling this pressure, there’s a lot of coaches out there that are saying, go high ticket. Go high ticket charge more. And the programs are not engineered correctly to do that.
[00:37:58] April: So I just want [00:38:00] you, if you haven’t yet to take a pause on that overvalued messaging, that it doesn’t mean that high ticket isn’t something that you can or should. Or currently, you know, do engineer, but also to look at your ecosystem of offers in what’s happening in the world and, and just determine if there are other things that you guys can do to create more, um, I call them micro transformations.
[00:38:27] April: They’re micro transformations, right? We can build programs. With micro transformation benchmarks and we actually stop to recognize those micro transformations like Sarah’s talking about. Or you can do individual offers and programs to deliver micro transformations. That all comes down to how you guys wanna live.
[00:38:46] April: You know, your what type of programs you guys wanna engineer, but even if you have these bigger programs, Make sure you are clearly sharing, like Sarah said, the case studies of the micro transformation benchmarks that people are [00:39:00] receiving. And commonly, when does that happen? You know, I had somebody, um, Ask about one of our programs that we, it’s, it’s a six month program, but it goes on for a year and they’re basically like, how long is this gonna take me to do this?
[00:39:15] April: And the answer to that was I shared with her the benchmark she needs to hit. And I also, just like you said, I shared with her the things that get in the way, like time team finances, kids working in nine to five, that either can accelerate that or slow that. And so you guys, in order to share, if you’re struggling with like, I, how do I share what Sarah said, this core result?
[00:39:40] April: If you’re kind of struggling with that, I’m not really sure what that is. Go back and just make sure that you have mapped out those micro transformations in your offer and just speak to the first couple ones, you know, because those might be where people stay for a while depending on those external circumstances that they have.
[00:39:58] April: And so I just, I love this [00:40:00] conversation so much. And it’s so real, and hopefully you guys have enjoyed this as much. So, uh, homework for this is, you know, going back, looking at your case studies and identifying that core result that you can consistently deliver every single time again and again, and using that to be relatable in your marketing and your relationship building with your clients because they’re never gonna be disappointed.
[00:40:22] April: No matter how great they Amen did. Amen. If you sell them the a hundred thousand dollars in 30 days in 99.9% of ’em don’t hit that. They’re gonna think that you have failed them or they have failed themselves. So this is, this is really awesome. Thank you so much. Okay. So how can people connect with you more?
[00:40:41] April: As I’m sitting here thinking I have like 10 people I need to introduce you to. Um, so I’m really excited to do that after this episode. I’m like, you guys, you guys need Sarah in, in, in your business. Uh, so I love that about just our, our circle of community here on the podcast. Um, How can [00:41:00] people connect with you?
[00:41:01] April: What you know, who do you work with actually, who do you really get in there? Who do you work with? How can people be in your life and your ecosystem to learn more about relatable marketing strategies, particularly to women?
[00:41:14] Sarah: Oh, I love it. And what, where I would really encourage people to start with is I wanna have a conversation with them.
[00:41:20] Sarah: And the best way to do that is every single Wednesday, uh, it’s at the same. Time every Wednesday I teach for 45 minutes. Okay. And I teach for 45 minutes. Uh, about a principle s specifically around marketing to women. Okay. That, I mean, that is my zone of genius. And so if you’re kind of like, oh, I’d like need more male customers, well, the secret to that is you actually need to attract.
[00:41:45] Sarah: The females, but that’s a conversation for another day. But show up there. I go live whether there are, there’s one person in the room or whether there’s a hundred people in the room. I teach every single Wednesday for 45 minutes about these principles of marketing to women, and there is always [00:42:00] homework at the end of that.
[00:42:01] Sarah: There’s no pitch. I’m not selling anything. It’s a no pitch training. It’s a no pitch webinar. Totally transparent about that. At the end, however, there is homework and that homework you will share with me and we will. And we will give you that first step forward on what it looks like to start changing that case study or to start changing this thing that’s turning women off or whatever it is.
[00:42:21] Sarah: So it really is you. You’re gonna take a little test at the end of that, you’re gonna get some homework and then there’s a conversation with you and I, and we’ll go ahead and put the link in the show notes and I’ll see you guys on
[00:42:29] April: Wednesday. I love it. Thank you so much for just your service. That’s just such a servant’s heart too, to the people and just helping people to get results and, and you’re just, you’re really amazing.
[00:42:40] April: I’m, I’m very grateful to know you, so thank you so much for being here on the show and pouring into our listeners and just, uh, it is very important information, so we appreciate you so much. Thank you. You’re
[00:42:52] Sarah: the best. April, thank you so much.
[00:42:54] April: Hey, you guys. What an amazing episode with Sarah. It was a little bit longer than most of our shows are, but why would we [00:43:00] stop when she is just pouring her genius into us?
[00:43:03] April: And, and I’m so grateful you made it to the end of the episode. So you are a rockstar. And so let’s talk about how you’re gonna actually implement this. So we’ll make sure that all of the resources that Shera, Sarah, Sarah shared, and of course how to connect with her for that live amazing business strategy and coaching with no pitch that she.
[00:43:21] April: Every single week, we highly recommend that. So please tap into her. Um, particularly if your business, your brand needs to reach more women and you wanna increase and convert your women’s sales. So with that being said, what is the action item after this episode? So let’s go back to, The actual work that Sarah gave on this show today, if we’re only doing an incremental implementation, I wanna always make sure you’re leaving this podcast, implementing something.
[00:43:47] April: Even if you’re writing on the subway or you’re waiting for your kids at the bus stop or whatever it may be, that you can actually receive a micro transformation from this particular episode. So let’s, Sarah said was to [00:44:00] finish this sentence, and this sentence is, when somebody’s reading the case studies on your.
[00:44:07] April: Okay. And they are over the moon. They are saying to themselves, that is great, but. And then there is that blank. And those are all the reasons why they’re saying to themselves that those results cannot work for them because this other person had a different situation. And so Sarah’s recommendation is step number one, fill in that blank.
[00:44:28] April: And then we talked in the episode about what to do next. And you can always go back and replay this episode, but if you haven’t yet, we’re talking about very fast implementation. I just want you to name three. Things that people are saying to themselves as to why they cannot have the same result as one of those moonshot testimonies that you have shared.
[00:44:48] April: And then you can take the next step and adjust your copywriting in your marketing to connect with your audience better. Thank you so much for listening to this episode. I love that you guys are here. If you haven’t shared the Sweet Life Entrepreneur [00:45:00] podcast, we would really appreciate it. We love getting this show in the hands of others, and obviously there’s no pitching to you and there’s no advertising here because we wanna give you guys incredibly amazing business value that you can take to the bank. Thank you so much, and I hope you guys have a great day.
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