Sales Growth for Authors and Life Coaches

I’m Ramon Dees, HubSpot Inbound Marketing Professional who loves to help authors, coaches, and solopreneurs sell more books and (coaching) services.

I’ve been working with small business owners since 2005, and I’ve constantly run across entrepreneurs who didn’t know how to systematically get and keep customers. So, I’m writing this article to provide razor sharp insight to remove the fog and provide actionable steps to boost sales and revenue, even for the person who feels helpless when it comes to online marketing.

I’m passionate about helping people with a dream to become more productive and profitable in their career/business. After reading Rich Dad, Poor Dad back in 1999-2000, and hanging out with Loral Langmeier for 2 days in San Rafael, CA… I became convicted that I wanted to coach others into higher levels of personal fulfillment.

In Rich Dad, Poor Dad, Robert Kiyosaki stated, ‘there’s a difference between a best selling author and a best-writing author’. Today, I’m going to outline 3 tips… no, more like 3 principles that will turn the worst selling author, life coach, or solopreneur into a winner.

The ONLY thing required is… committed ACTION. These principle have been proven thousands of times across multiple industries. They’re evergreen. Anyone who uses them will see results.

Let’s go…

THE PROBLEM: You’re Not Selling Enough Books, Coaching, or Other Services

I remember the frustration of leaving work on Friday without hitting my goal for the week. Pounding the phones for sales is hard work. When I didn’t hit my number, my paycheck was shorter than my month. That led to financial stress, anger, frustration, and self-doubt. Few things are more demoralizing than slugging it out during the week for 8-9 hours a day, skipping lunch, or eating it on the run, only to still come-up short. Then you have the “conversation” about going on ‘a plan’.

I’m going to cut my story short there… because this post isn’t about me. Nevertheless, I wanted to be clear – I understand all too well what it’s like when you sell for a living, but you’re not closing as often as you need to. You still have to pay rent, buy groceries, pay your cell-phone bill, and cover other expenses.

Failure to sell creates a financial nightmare. If you don’t figure out how to get an injection of cash quickly… you’ll find yourself running from bill collectors.

I’m going to fast-forward several years and thousands of dollars in training to tell you about a light-bulb moment I had when going through my HubSpot Certification Training in June of 2014. I’d been studying online marketing, direct-response marketing, email marketing, teleseminar marketing, social media marketing, and several more for the better part of 9 years.

However, it was one piece of insight that really opened my eyes. It was the moment I learned about “The Buyer’s Journey”.

Anyone who’s trying to sell without taking “The Buyer’s Journey” into consideration is setting themselves up to fail.

Tip # 1: Use the Buyer’s Journey in Your Marketing

The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.

The Buyer's Journey - Ramon Dees, HubSpot Certified Marketing ProfessionalWhen I discovered the Buyer’s Journey, I immediately connected the dots from scores of other training sessions I’d gone through. So often, small business owners drift into thinking about how good their product or service is, and (sub-consciously) expect consumers to see that value as well.

Many authors and coaches deliver exceptional value, and this is somtimes confirmed by the dozens of clients they have currently.

So when the new customer decides not to buy… it can appear as if they just don’t see the value on the table.

However, here’s what I believe is more common when we fail to make a sale.

The potential buyer is at one of the three stages of the Buyer’s Journey, and we fail to make the vital connection necessary for them to see how we can help.

As a coach, if I’m trying to get a buying decision from someone who’s in the awareness stage – that conversation is not going to be fruitful. Not because I cannot help them, but because they’re looking for education and insight when I’m looking for cashflow.

That’s why the first rule of effective selling is SERVE FIRST, and SELL SECOND.

The number one thing we have to do is identify what stage a prospective buyer is in, and serve them at that stage.

So the question becomes… how does the solopreneur become better at qualifying their potential buyers?

The answer is to create a sales process (sales funnel) that mirrors the Buyer’s Journey.

buyers-journey-funnel-no-numbers

When examining the Buyer’s Journey, it’s clear that prospective buyers start their research process looking for information. This is where Content Marketing comes in.

Content Marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

The leading way to bring prospective buyers into your sales funnel is to create content that speaks to each level of their buying process. Here’s a short list of the types of content you can create to engage your ideal clients:

  • Awareness – ebooks, free chapters, how-to-reports
  • Consideration – podcasts, consumer guides, expert editorial content, eguides
  • Decision – product comparisons, case studies, webinars, strategy sessions

Your content should match each level of your ideal customers research process. Providing content that serves your ideal customers need for education-based marketing will position you as the expert. It also creates a pathway for suspects and prospects to know, like, and trust you. Without trust, people will not buy from you.

Tip # 2: Build Trust by Adding Value via Email Marketing

The other critical component here is – email marketing is the glue medium that makes all of this work.

Email marketing is how smart business people communicate with their prospects and customers. Why? Because it delivers exceptional ROI.

ROI on Email Marketing

The right approach to Email marketing allows an author or life coach to gain permission to market to their ideal consumer. While Facebook marketing is a great approach to capturing the attention of your ideal consumer, Facebook is also one of the busiest websites on the planet. A prospective buyer might reading great content on Facebook, but become distracted by a dozen other marketing messages on that site.

That’s why it’s wise to use Facebook to capture attention, and lead them back to your website.

Once you’ve identified what a person really wants and needs, it’s relatively easy to create content to scratch their itch. People will gladly exchange an email address if they stand to gain something that will add significant value to their life.

Once a person has opt-ed into an email list, the key is to follow up with additional content that continues to add value. I was recently exposed to a 5-part email sequence one of my coaches uses to market to his list of prospects. It’s earned him more than million dollars in sales and revenue, and counting. This sequence is evergreen and works in any industry. If you’d like to use this email sequence in your business to increase sales, click the image below.

5part

If you have a list of subscribers who really engage with your content, you can leverage that list to sell more books and coaching services. The key is to begin building a list, and add value to them in every communication.

What I’ve laid out here is a proven system. Any author, life coach, or solopreneur who takes massive action using this approach is sure to win.

Quick Review

If your objective is to sell more books, coaching, personal or business services… there are a few things you must do.

  1. Zero in on who you want to help. Get acquainted with them so you can speak their language.
  2. Focus on serving first, and selling second by delivering relevant content that’s in harmony with The Buyer’s Journey and adds value to their life.
  3. Create content that speaks to their needs, wants, and desires at each stage; Awareness, Consideration, and Decision. Deliver that content and add value using Email Marketing.

If you’ve read this far, I’d love to hear from you. Give me some feedback to let me know if this blog post helped you. What else would you like to know? Type a comment below, or leave a video or voice message using the widget on the right hand side of your screen. Most important, start taking action today!