THE CLIENT ACQUISITION PLAYBOOK For Coaches & Course Creators PDF Free Download
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THE CLIENT
ACQUISITION
PLAYBOOK
For Coaches & Course Creators
Dear business builder,
If you’re struggling to get clients in your business or you just
want to scale to the next level, then this may be the most
important thing you read all year.
We wrote this guide for one reason — times are changing.
What used to work online for getting clients is dying a slow
death and being replaced by something new. Anyone who
gets ahead of this curve is destined to have an unfair
advantage in their marketplace (and we want that to be you).
In the following pages, you’ll discover why things are changing
and learn the new strategy for growing your business to the 6
& 7 figure level faster than ever. No doubt in the coming years,
this will be taught in every business course online, so pay
close attention to what comes next.
This guide is written for coaches and course creators. If that’s
you, then you’re in the right place. If that’s not you, feel free to
read but know that it might not be as relevant for you.
Now, let’s dive straight into it. If you don’t know us yet, we're
Ross and Jess, the founders of Smart Coach.
THE CLIENT ACQUISITION PLAYBOOK
THE CLIENT ACQUISITION PLAYBOOK
We specialize in helping coaches and course creators build 6 &
7 figure businesses online. Over the last 5 years, we have
successfully taken 4 of our own businesses past the million
dollar mark.
We've built agencies, sold online courses, consulting, coaching,
and have enrolled more than 1,000 customers to date.
Throughout our years of helping coaches and course creators
grow online, we have had dozens surpass the 6 and 7 figure
level in their businesses.
If you want to hear some of their stories, you can check out
the reviews on our website by clicking here.
We don't claim to have the magic formula, but our years of
experience have given us the ability to pick up on subtle
changes inside of the marketplace. So that’s what we're going
to talk about with you today.
If you go out and buy a course on how to get clients, you will
likely find them teaching you what we now call “the old model”
— how to do webinars, sales funnels with tons of automation,
reaching out to 100’s of strangers with cold messages, or
some other strategy that doesn’t care about the prospect.
THE CLIENT ACQUISITION PLAYBOOK
Prospects are more skeptical than ever
Webinars & funnel conversions are down
Cold message response rates are dead
Leads must be nurtured longer to convert
Market saturation is at an all time high
We know this because together we’ve spent well over $300K
on programs and even more on direct mentorship and
coaching. We also know this because those strategies have
worked for us in the past. In fact, We’ve even taught them in
our own online business training programs.
But over the years, these methods have become harder and
harder to get working the way they used to. The market is
more sophisticated than it was before. People are aware of
how these strategies work, so now they don’t work as well. In
fact, it’s starting to create a lot of problems...
After noticing these changes inside of our own businesses and
from talking to other high level entrepreneurs in the space, it
has become really clear that old model strategies are dying
out and something new is taking place.
THE OLD MODEL
THE CLIENT ACQUISITION PLAYBOOK
Interestingly of all the coaching & courses we have purchased
over the years only ONE of them was from an online webinar.
Everything else we bought was sold to us through social media
conversations and sales calls. And when we really took a look
at it, that’s where we got our best customers from too.
That’s when we started to notice the massive shift that was
happening…
THE RISE OF COMMUNITY
It’s simple if you really think about it…
For years, online marketers have treated prospects poorly.
Making them sit through 2 hour long automated webinars
(pretending they are live)... Randomly pitching them through
cold messages on social media… and using pushy sales tactics
to close the deal.
It’s only logical to think that prospects would get tired of this -
right? Well, they are tired of it and now they’re not responding
to these kinds of tactics.
Prospects (especially high quality ones) are now skeptical of
everything they see online and everything that’s being
promised to them, so they are taking their time to thoroughly
investigate people before they buy anything.
This occurs as a result of what we call “market sophistication”
and it’s been written about in some of the most famous
marketing books on earth...
The basic idea here is that as time goes on and prospects have
buying experiences... their level of awareness increases to the
strategies marketers are using to sell them products.
When a market is brand new, a simple claim that the product
can do something beneficial is enough. But as time goes on
and competitors enter the market the claims need to evolve.
Bigger and better claims emerge, new mechanisms emerge,
and eventually prospects have simple heard everything there
is to hear — and no longer believe ANY of the promises.
Sound familiar? How many weight loss pills have you seen that
claim 6-pack abs in 5 minutes or less? How many business
program have you seen claiming 6-figure in 90 days?
Now... how many of those claims to you actually believe?
Most markets today are actually in level 5. No claim, promise,
or shiny thing will sway prospects into buying these products.
To play at this level, you need a totally new strategy because...
THE CLIENT ACQUISITION PLAYBOOK
5 LEVELS OF MARKET SOPHISTICATION
Prospects today are starving for something REAL. They want
real connection, real intimacy, and real value from the coaches
they purchase products from (not empty promises).
And that's why building a community around your business is
the single most profitable thing you could be doing right
now. Prospects are shifting away from buying products that
“sound good” and moving towards buying products from
people they like, trust, and identify with.
As the world gets more connected through social media,
community is on the rise - and if you want to stay relevant in
your niche, you’ll need to have one. With that in mind, there is
no better place we could think of to start a successful
community than Facebook groups.
All of our time and attention has gone from highly automated
marketing systems that put the prospect last, to community
driven marketing that puts the prospect first - and to do that
we’re using Facebook groups.
The future of marketing for coaches & course creators
revolves around making your community the hub of all your
marketing - and it’s why we’ve decided to focus our energy on
what we call...
THE CLIENT ACQUISITION PLAYBOOK
THE "HYBRID" MODEL
THE CLIENT ACQUISITION PLAYBOOK
This model puts your community at the heart of your business
and combines the best aspects of organic marketing & paid
advertising to create a highly profitable system that serves the
customer first.
To really see the beauty of this new model, you first have to
understand the upsides and downsides that come with both
organic marketing & paid ads.
What’s great about organic is that it’s free, great to provide
value to your leads, it’s more personal, and for that reason
conversions are very high. The downside is that it’s very hard
to generate leads and growth at scale.
Paid ads are kind of the opposite. They are super scalable and
unbeatable when it comes to lead generation. However, they
lack the personal aspect organic has which means their
conversions are generally much lower.
In this new Hybrid Model, we have removed all the downside
from both paid ads and organic by combining them together.
We use paid advertising and all of its strengths to GROW our
community and then inside our community we use organic
marketing to NURTURE our leads and CONVERT them into
clients.
Since we’re not trying to convert people on Facebook ads and
we’re only focused on lead generation, running these ads is
simple and inexpensive for us to do. Anyone can implement
this growth strategy even if they lack tech skills and have a
small budget.
THE CLIENT ACQUISITION PLAYBOOK
It’s automated: once you set up the ads and get them
working, they require no time to maintain.
It’s highly scalable: want more people in your Facebook
group? Just simply increase your ad spend.
It’s predictable: we know down to the penny how much it
costs to get a new group member & exactly how many of
them we’ll get each day
Pillar #1: Growing Your Community
Most people who start Facebook groups do it the hard way.
They rely only on organic marketing, word of mouth, and the
off chance that someone will stumble across their group
through search. In other words, they rely mostly on luck to
grow their community.
That’s why when it comes to community growth, we don’t
focus on organic so much. Instead, we turn most of our
attention toward using paid ads to grow our Facebook group.
Most people don’t even realize that this is possible, but you
can actually set up simple Facebook ads and use them to grow
your group every single day.
We love this for three reasons:
THE HYBRID MODEL IS BROKEN
DOWN INTO 3 PILLARS...
THE CLIENT ACQUISITION PLAYBOOK
And like I mentioned earlier, running ads to fill up your
Facebook group with new members is not complicated. In fact,
we teach our students how to get this setup in their business
in just 1 day.
Pillar #2: Nurturing Your Community
If you’ve been in the coaching world for a little while, you
might believe that when it comes to creating content “the
more you create, the better” but this is actually bad advice to
follow if you want to grow your business.
It’s advice like this that has coaches & course creators doing
livestreams and posting inside their Facebook group 2-3 times
PER DAY... That’s a lot of work and for more people it’s
completely unsustainable.
The good news is that to operate a successful Facebook group,
you don’t have to post 2-3 times per day. You don’t even have
to post 1 time per day…
In fact, posting TOO MUCH inside of your group can actually
hurt your sales.
Think about it… if you’re posting 2-3 times per day in your
group already, why would any of your group members
become paying clients if they have that much access to you
already for free?
What we’ve found is that we’re able to increase sales
dramatically by focusing on higher value content, instead of
higher volume content. So we do less content, but the content
we do is much higher quality.
THE CLIENT ACQUISITION PLAYBOOK
We use a specific formula that allows us to post only 2-3 times
PER WEEK and provide massive value to group members
without giving away too much in the process. We call it our...
Pillar Content: Every week in the group we host a 30-60
minute live training using our livestream formula. This is
huge value to the community, but also provides us with
the opportunity to convert prospects at the end.
Hype Content: We use this to build anticipation before
anything we do in the group (livestreams, gifts, promos) so
that people always feel excited for what's coming next.
Trigger Content: This content is specifically designed to
get prospects to "raise their hand" and say that they are
interested in what we have to offer. We use this to quickly
generate conversations in our group at scale.
By focusing on a few specific types of content inside of our
group, we're able to balance providing massive value and at
the same time, converting as many members as possible.
GROUP CONTENT FORMULA
THE CLIENT ACQUISITION PLAYBOOK
It converts higher because we aren’t booking calls with
unqualified leads. Through messenger we’re able to filter
prospects better to ensure they are serious, qualified, and
financially a good fit.
This strategy is much more personalized to the individual
prospect and people love this kind of care and attention
when making purchases.
It’s also better for the prospect because they’re able to ask
questions and get a specific game plan laid out for their
business before they ever join us inside of our program.
Pillar #3: Monetizing Your Community
Most people who run Facebook groups don’t have a
predictable strategy for turning their group members into high
paying clients for their business. They just kind of hope people
will eventually buy something from them.
They post links to webinars, sales pages, and applications all
over the place in their group hoping people will click on them.
We do things a little differently. We rarely post links inside of
our community. Instead, our monetization strategy revolves
around creating content that is specifically designed to
generate messenger conversations.
Everything in our group is designed to get people to raise their
hands & let us know they're interested in what we're offering.
When they do raise their hand, we go to the next step which is
to open up a messenger conversation & start to qualify them
to see if they are actually a good fit for what we have to offer.
Here’s why we love this monetization strategy:
THE CLIENT ACQUISITION PLAYBOOK
There you have it. That’s the rundown on our new “Hybrid
Model” and how we’re using it to grow 6 & 7 Figure Facebook
groups.
Overall this process of growing your Facebook group with paid
ads, delivering high value content in the group, and using
private messenger conversations to turn members into clients
is dangerously effective.
It allows you to promote very little on the surface and lead
with massive value, but at the same time cherry pick the
people you want to work with and convert them into high
paying clients for your business.
No doubt, this marketing strategy is about to sweep the
industry so I highly recommend you consider starting your
own client-getting Facebook group to help grow your
business.
If you enjoyed this guide and would like our help with that, the
best next step is for you to join our Facebook group where we
offer livestreams and valuable content every single week on
how to scale using this strategy.
Join our Facebook group for coaches & course creators.
See you on the inside!
Ross & Jess
P.S. Thanks for taking the time to check out this book. If you
enjoyed it or if you have any questions, shoot one of us a
message on social media and let's connect.
