Latest / Online Business Uncovered: Simple Strategies for Female Entrepreneurs / 38: How to get clients to see the value in what you offer

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38: How to get clients to see the value in what you offer · Online Business Uncovered: Simple Strategies for Female Entrepreneurs

• 0:00
  SPEAKER_00: Hello and welcome to the Digitally She Does It Show.
• 0:04
  SPEAKER_00: This is episode 38, and in today's episode, I'm going to be talking about how to get clients to see the value in what you have to offer.
• 0:15
  SPEAKER_00: So let's jump right in and get started.
• 0:25
  SPEAKER_00: Welcome to the digitally she does it show.
• 0:28
  SPEAKER_00: I'm your host Karen and I'm here to lift the lid on what it actually takes to create a successful business.
• 0:34
  SPEAKER_00: If you are an ambitious creative ready to build a business on your own terms and without compromise, then this podcast is perfect for you.
• 0:42
  SPEAKER_00: With my award-winning approach to marketing and expert knowledge in creating online courses, this show will leave you feeling inspired, energized, and ready to bring those big dreams to life.
• 0:53
  SPEAKER_00: Join me each week for a dose of motivation and marketing know-how, along with actionable step-by-step strategies to help you accelerate your business's growth.
• 1:01
  SPEAKER_00: So let's dive in and don't forget to subscribe to all my upcoming episodes which drop every Wednesday.
• 1:13
  SPEAKER_00: Hello and welcome.
• 1:15
  SPEAKER_00: Thank you for joining me today.
• 1:16
  SPEAKER_00: I'm your host Karen and I really appreciate you hitting the play button to listen to today's episode.
• 1:22
  SPEAKER_00: Now in today's episode, I'm going to be talking about how to get clients to see the value in what it is you have to offer so you become the person that they decide to buy from.
• 1:35
  SPEAKER_00: But before I dive into today's episode, I just wanted to wish everyone a happy March.
• 1:40
  SPEAKER_00: I cannot believe that we're already three months into the year.
• 1:44
  SPEAKER_00: I don't know about you, I have no idea where the time has gone because it feels like only yesterday was Christmas, and now it seems we are speeding towards the end of the first quarter.
• 1:57
  SPEAKER_00: But the good news is that the weather is turning here in the UK and spring will soon be upon us.
• 2:03
  SPEAKER_00: Which again, I don't know about you guys, but I cannot wait.
• 2:07
  SPEAKER_00: I look forward to those longer days and finally being able to get out and enjoy the sun because it's an amazing thing what a bit of sun can do.
• 2:18
  SPEAKER_00: Anyway, speaking of March, I want to tell you about a free online workshop that I will be running on the 22nd of March at 2:30 UK time because I will once again be running my free online masterclass, Kickstart Your Course, where I will be talking about how you can get started with creating a profitable online course, including how to nail that golden idea that is currently sitting inside your head, waiting to get out into the world, and what you need to do to get started.
• 2:57
  SPEAKER_00: Now it's going to be 60 minutes of jam-packed goodness that's going to leave you feeling inspired, motivated, and ready to whip out that pen and get started.
• 3:09
  SPEAKER_00: Because now is the perfect time to start creating a business that works for you, that supports your goals and your ambitions, and gives you time back so you can bring those dreams that you have to life.
• 3:23
  SPEAKER_00: If you are ready to scale your business and stop trading your precious limited time for less money than it's worth, then I want you to visit my website www.pink lemondigital.com forward slash kick start.
• 3:44
  SPEAKER_00: Spaces are limited, so if you want to come on board, I do encourage you to book your place today.
• 3:52
  SPEAKER_00: Okay, so let's get started with today's episode.
• 3:55
  SPEAKER_00: And today I'm going to be talking about how to get clients to see the value in what it is you have to offer.
• 4:02
  SPEAKER_00: Because let's face it, paying customers are the lifeblood of our businesses, and we do need them in order to keep the lights on.
• 4:12
  SPEAKER_00: Now, as business owners, we are used to dealing with competition because very few things are completely unique, and so what that means is that we are constantly trying to be seen and to be heard in a sea of noise.
• 4:30
  SPEAKER_00: Now, competition isn't not necessarily a bad thing because it is what helps us to stay on our toes, but it does mean that in order to really stand out, we really need to know our businesses inside out so that we are really clear on what it is we have to offer.
• 4:51
  SPEAKER_00: We also need to know what problems we fix, the solutions that we provide, and how this can really help our clients and make a difference to them.
• 5:04
  SPEAKER_00: Now we also need to understand what our own differences are and what makes us unique so that we can present ourselves in a way that is different to our fellow competitors.
• 5:17
  SPEAKER_00: Blending in is not an option when you run a business because it doesn't get you noticed, and you need to get noticed in order to attract clients and make sales.
• 5:29
  SPEAKER_00: Without getting noticed, you're not going to attract the right clients, and you won't be bringing money into your business.
• 5:39
  SPEAKER_00: So it's really important that we invest time into making sure that we are becoming visible.
• 5:47
  SPEAKER_00: Now, I think when people start their businesses, they are often brilliant at the thing that they do, and they carry a passion for that thing around with them, which is why they choose to start a business.
• 6:01
  SPEAKER_00: But the problem is that they're not marketers, and so one of the things that many business owners struggle with is marketing themselves and their businesses.
• 6:13
  SPEAKER_00: Now, I've worked with so many clients that have found this to be the case.
• 6:18
  SPEAKER_00: Before I start working with a client, I always ask them to fill out a client onboarding questionnaire, and one of the questions within this questionnaire is asking them what it is they struggle with, and I guarantee you that nine times out of ten, they will say it's either marketing or making themselves visible.
• 6:40
  SPEAKER_00: Because the thing is, they're not marketers, their skills lay in the thing that they do, and of course, this is not marketing, and so it's no surprise that they find this to be challenging.
• 6:53
  SPEAKER_00: Even the best marketers find marketing challenging because it's not one size fits all, you can't create a compact campaign for one client and then roll out exactly the same campaign for another client because it just won't work.
• 7:08
  SPEAKER_00: There are too many variables involved.
• 7:12
  SPEAKER_00: So you have to take into account that no two businesses are the same.
• 7:18
  SPEAKER_00: You cannot take a cookie-cutter approach to marketing.
• 7:23
  SPEAKER_00: The thing is, we do all need to learn some aspects of marketing in order to get our messages out into the world.
• 7:33
  SPEAKER_00: So whether we like it or not, we do have to put on that marketer's hat and step into the role of a marketer because we have to bring visibility around our businesses and us who run our businesses.
• 7:50
  SPEAKER_00: So we need to make sure that we're being seen and that we're being heard and that we're sharing the things that we have to share, which isn't always easy if you're an introvert or you're somebody that doesn't like to be visible, if you're not comfortable with being visible, it can be really challenging and difficult to be able to put the spotlight on your business.
• 8:15
  SPEAKER_00: Now, that idea of waiting for clients to find you because you've built something and therefore they should just know they exist, it doesn't work.
• 8:27
  SPEAKER_00: So we have to make sure that we're being proactive around being seen, however difficult that this might be.
• 8:35
  SPEAKER_00: If you want to sell your products or work with clients or make sales or bring money into your business, then you have to be seen, you have to be heard, and you have to get what it is you have to offer out into the world.
• 8:54
  SPEAKER_00: Now, the reason why I'm touching upon marketing and visibility in today's episode is because once you're in the position where you have your online course built and ready to put out into the world, the next step is of course promoting it and driving sales, which of course can be really challenging if your audience isn't clear on your offer and how it's going to help them.
• 9:19
  SPEAKER_00: So that's what I want to dive into in today's episode.
• 9:23
  SPEAKER_00: How do we communicate the value factor when we are selling what it is we have to offer?
• 9:32
  SPEAKER_00: Now, how we identify what value is in what we're offering.
• 9:37
  SPEAKER_00: So whether it's an online course or a service or it's an offer of another kind, the way we establish value is by identifying what matters the most to our customers.
• 9:52
  SPEAKER_00: Now, the thing about value is that to a certain extent it's subjective.
• 9:58
  SPEAKER_00: What I deem to be valuable may be very different to how you see something being valuable, and so it's really difficult at times to quantify what that value looks like, which is why we need to be really clear on our customer and what they need from us.
• 10:19
  SPEAKER_00: Now, when people make the decision to purchase something, it's often all about them, it's not about you, it's not about what you're actually offering, it's about them and their needs.
• 10:31
  SPEAKER_00: They are not buying something out of the goodness of their heart, they are simply buying something because it feels a need.
• 10:38
  SPEAKER_00: And so, in order to compel somebody enough to buy what it is you have to offer, you need to get really laser clear on exactly what it is they need, what they are looking for, and how your offer, be it an online course, a service, or another digital offer, can help.
• 10:59
  SPEAKER_00: Now, there are many steps that you can take to achieve this, but first, it really does need to start with you knowing exactly what it is your offer is and why somebody is going to buy it, and what it's going to do for them, and what and what solution it's going to provide.
• 11:21
  SPEAKER_00: So, you need to get really clear on those details.
• 11:26
  SPEAKER_00: Now, in order to do this, the first thing that I want you to do is get really clear on your course offer.
• 11:34
  SPEAKER_00: Now, your course offer is the thing that you're offering, it's everything that sits within your course.
• 11:42
  SPEAKER_00: So you will have built a course, it will have X amount of modules, X amount of lessons, X amount of download, resources, so on and so forth.
• 11:51
  SPEAKER_00: You need to get really clear on what that looks like.
• 11:55
  SPEAKER_00: Because this is the thing that your customers are going to be buying from you.
• 12:02
  SPEAKER_00: So your course is going to be made up of videos, resources, guides, checklists, bonuses.
• 12:10
  SPEAKER_00: So the more clearer you are about exactly what you're providing, the easier it will be to communicate what you are offering.
• 12:22
  SPEAKER_00: We want to make it so damn easy for our customers to say yes, we want to give them every reason to hit the purchase button, but they need the information in order to make that decision to buy, and part of that decision is knowing what it is they're going to get.
• 12:45
  SPEAKER_00: So whilst they may not make a decision based around how many videos they're going to get, what they will be making a decision around is exactly what that offer is that's on the table.
• 12:57
  SPEAKER_00: Now, when we present a course offer, we often present bonuses as well because these add additional value.
• 13:07
  SPEAKER_00: So bonuses enable us to provide an extra layer to our online courses, which can be really appealing to customers.
• 13:20
  SPEAKER_00: So when we're talking about how do we get them to see the value in what it is we have to offer, it's all about what we're presenting to them, what we're tapping into when it comes to their needs.
• 13:33
  SPEAKER_00: And bonuses are a really great way to do this.
• 13:36
  SPEAKER_00: Now, you've got to remember that bonuses are just that, they are bonuses and should be treated as such.
• 13:44
  SPEAKER_00: So, depending on how good your bonuses are, these can often be enough to sell the course for you.
• 13:53
  SPEAKER_00: If you create a high-value bonus that your client wants to get their hands on, then it's going to make it a lot easier for them to say yes because that bonus alone may resolve a challenge or a problem that they are facing.
• 14:10
  SPEAKER_00: So don't underestimate the power of bonuses within your course.
• 14:17
  SPEAKER_00: And don't forget when you're mapping out and defining what your course offer looks like, to include bonuses within that.
• 14:27
  SPEAKER_00: Okay, so the next thing that we need to think about when we're providing value and we're trying to get our clients to see the value in what we have to offer is by really drilling down into the solution.
• 14:44
  SPEAKER_00: So the solution is obviously the thing that your course delivers, it's the journey that you're taking your students towards.
• 14:52
  SPEAKER_00: So whilst your course is something that's going to take them to that solution, your course itself is the vehicle.
• 15:01
  SPEAKER_00: The solution is the end destination, it's the results, the things that they're going to walk away with.
• 15:07
  SPEAKER_00: So the clearer that you can be around this, the easier it's going to be to once again communicate this.
• 15:15
  SPEAKER_00: Because when people buy online courses, they're not buying them because they want to spend their time working on an online course.
• 15:22
  SPEAKER_00: People are far too busy these days to just give their time away willy-nilly.
• 15:26
  SPEAKER_00: They are buying something because they're looking for something that gets them from A to B.
• 15:33
  SPEAKER_00: They are purchasing your product because they're looking to resolve a problem.
• 15:41
  SPEAKER_00: Therefore, it's your job as a course creator to communicate exactly what that solution is and the results they go that they're going to walk away with.
• 15:52
  SPEAKER_00: Now, the clearer you can be, the more effective you're going to be at communicating the value that sits within your course.
• 16:03
  SPEAKER_00: So, just to give you an example of this, I have just purchased an online course which is all about Pinterest marketing, because one of my marketing goals is to master the Pinterest platform.
• 16:17
  SPEAKER_00: Not only are my idle clients using them, using this platform, but it's also a really great search engine.
• 16:25
  SPEAKER_00: And so if I want to achieve visibility in my business or I want to increase my listenership with my podcast, then I need to be on this platform.
• 16:36
  SPEAKER_00: And I'm not really on the platform, I use it personally, I love it to be honest.
• 16:42
  SPEAKER_00: I love sitting there pinning content and looking at really gorgeous pictures and using it for personal use, and I even use it sort of within my brand studio because when I'm researching, you know, ideas for clients, I will use Pinterest as within the early stages of that process, but I'm not on there promoting my business.
• 17:06
  SPEAKER_00: I just want to say a side note the course that I invested in, it wasn't the cheapest course by far.
• 17:14
  SPEAKER_00: I did visit online marketplaces like Udemy and I did have a look at what they had to offer, but I made the decision to pay a little bit more and purchase this course because of the person that has delivered the course.
• 17:31
  SPEAKER_00: Because over my time running my business, I have got to know them, I like them, and I trust them.
• 17:38
  SPEAKER_00: And so, what was more important to me was that I got the right teaching and I got the quality teaching that I need to be able to for me to achieve my goals, and I know this person that has created this course is going to do that.
• 17:54
  SPEAKER_00: So I've been looking for Pinterest courses for a while, and now is the right time for me to invest in one, but it I didn't want to go cheap and cheerful, I wanted to invest in the right course that's actually going to help me achieve my goals.
• 18:12
  SPEAKER_00: Now, just thinking about my own behavior around buying this course, the sale didn't happen overnight.
• 18:20
  SPEAKER_00: I've been aware of this person for quite a long time.
• 18:24
  SPEAKER_00: I have purchased other things from this person, and it's taken time to build that no like and trust.
• 18:31
  SPEAKER_00: So if you are currently creating an online course, I also want you to bear this in mind.
• 18:37
  SPEAKER_00: I want you to bear in mind customer behavior.
• 18:40
  SPEAKER_00: I'm going to do a separate episode on this because I think this is a really valuable, valuable point to be made.
• 18:48
  SPEAKER_00: People don't just buy instantly, sometimes it takes time.
• 18:52
  SPEAKER_00: Showing up, being consistent, being present, and really owning your space leads to sales, and having patience and commitment towards what you're doing helps to achieve that.
• 19:14
  SPEAKER_00: I hadn't really thought about it at the beginning, but then when I was sitting there thinking about it afterwards, I thought actually, I probably have demonstrated behaviour patterns that other consumers will display as well.
• 19:30
  SPEAKER_00: So I think it's really important to bear that on my but bear that in mind.
• 19:35
  SPEAKER_00: Because clients are not ready to buy things immediately, sometimes they need nurturing until that point where they're ready to buy.
• 19:43
  SPEAKER_00: I haven't been ready to get started on Pinterest for a long time because I've been focusing on other things within my business.
• 19:50
  SPEAKER_00: So now's the time for me to buy this course because this is the focus that I'm going to be investing in, and at the right time I purchased.
• 20:01
  SPEAKER_00: So cheap and cheerful isn't always the right approach.
• 20:06
  SPEAKER_00: I wanted a really good quality course and I was prepared to invest in that, and I'm sure your clients will also be prepared to invest in a high-quality course as well.
• 20:19
  SPEAKER_00: Now, as I said, the reason why I decided to invest in this particular course is because I know it's going to get me to where I need to be so that I can start integrating Pinterest into my overall marketing strategy.
• 20:34
  SPEAKER_00: Now, the marketing around the course that I purchased was heavily solution focused, and so when I was looking at the various courses that I was thinking about buying, what was really important was the messaging because they focused on the outcomes that the course was going to deliver.
• 20:58
  SPEAKER_00: So as I'm reading the sales page, I'm sitting there nodding my head because it is reflecting back at me what my challenges are, what it is I'm looking to achieve for my business, and then how this course is going to help.
• 21:15
  SPEAKER_00: Now, by doing this, it is just demonstrating immense value because the value to me is what is that I'm going to achieve my goals.
• 21:26
  SPEAKER_00: So buying this course is going to enable me to get there.
• 21:32
  SPEAKER_00: So just by being laser clear about what your course is about, what it is offering, and the solution it's providing, the value will then be displayed.
• 21:46
  SPEAKER_00: And then it becomes a no brainer to your clients because they're sitting there like I was, nodding their head, because everything that you are communicating is relevant.
• 22:00
  SPEAKER_00: To their needs and what they're looking for.
• 22:03
  SPEAKER_00: So by focusing on the solution that your course provides and how it will make a difference to your client's life, the value will then become clear.
• 22:16
  SPEAKER_00: Okay, so now I just wanted to touch upon testimonials and the power that they wield.
• 22:25
  SPEAKER_00: Because testimonials or reviews, as as well, they're also known is a great way to also demonstrate value because it allows the custom the client the opportunity to share their personal experience about your business, your service, or your offer.
• 22:46
  SPEAKER_00: One of the most effective ways to communicate with your prospective clients is by using stories from other clients who have achieved results through your product.
• 23:01
  SPEAKER_00: Now I found this really interesting stat from a company called Big Commerce, and what it does is states that 72% of consumers say positive reviews and testimonials makes them trust the business more, and that 88% of consumers trust online reviews as much as personal recommendations.
• 23:26
  SPEAKER_00: Now, this is a huge amount of credibility that you can then leverage to attract new paying clients.
• 23:34
  SPEAKER_00: Testimonials are such a great way to demonstrate value, especially if it's coming from a third person who has that experience of using the thing that you are selling.
• 23:48
  SPEAKER_00: It's one of the most effective ways to prove that your offer works and that it actually does deliver the results that is being promised.
• 23:58
  SPEAKER_00: Now, of course, there is a caveat here because, in order to achieve a really powerful testimonial that showcase showcases your offer or business, you need to be making sure that you are delivering a top-notch service and that you're also delivering what it says on the tin.
• 24:19
  SPEAKER_00: Your end-to-end client experience needs to be so compelling that your client wants to jump onto their computer and write a review, and that is no easy task because people are busy and not everybody has time to sit down and write reviews.
• 24:41
  SPEAKER_00: So it means that what you're offering in terms of the experience needs to be really compelling.
• 24:51
  SPEAKER_00: Now, another great thing about testimonials is that it enables you to build social proof online.
• 24:57
  SPEAKER_00: Social proof is when a prospective client, so somebody that that is looking to work with you to buy your offer, wants to see that other people have had success in using the thing that you're offering.
• 25:12
  SPEAKER_00: So they will use social media platforms to see what people are saying about what it is you're offering.
• 25:20
  SPEAKER_00: Because people tend to follow others that are like them, they want to know that their money is going to be well spent and they're actually going to equally have success with your offer.
• 25:33
  SPEAKER_00: Now, for you, creating social proof means that you could outwardly promote how you're helping people and how you can effectively get somebody from point A to point B to achieve their goals, and you can also talk about your offer at a level that becomes really appealing to those that need your help.
• 25:57
  SPEAKER_00: Another great thing about testimonials is that they can go a long way towards dealing with objections because people come with objections.
• 26:06
  SPEAKER_00: It might be that, for example, in my space with online courses, and what an objection that a prospective client may have is that they just don't have the time, they don't have the time to sit down and create an online course.
• 26:22
  SPEAKER_00: So, what I can do is I can use a testimonial or a review to tackle that objection.
• 26:31
  SPEAKER_00: So being able to handle these objections enables people to kind of really dig in to what it is you have to offer, and so one of the ways we can also tackle this is by letting others speak for us through testimonials because they're the ones that are going to be saying what works and how what you have to offer has made a difference to their life.
• 26:59
  SPEAKER_00: Now, how many times have you seeked out a review before you have actually purchased something?
• 27:07
  SPEAKER_00: Before I purchased my Pinterest course, I made sure that I read some of the reviews that people were saying because I needed it to be validated that I was making the right decision.
• 27:19
  SPEAKER_00: So if you do that, then think that your prospective clients are equally going to be doing that for the offer that you're making.
• 27:45
  SPEAKER_00: I always think that if someone is prepared to sit down and take the time to write a testimonial, then whoever they're writing the review about must have done a really great job because people are busy and their time is limited.
• 28:02
  SPEAKER_00: Of course, I'm talking about online courses, but what I have talked about today can, of course, be applied to your business in general.
• 28:13
  SPEAKER_00: It isn't just about online courses, it can be about any offer that you're making.
• 28:18
  SPEAKER_00: In order to sell anything within our business, we need to demonstrate value and we need to make sure that our prospective clients are seeing that.
• 28:28
  SPEAKER_00: So, just to recap, the way you can get your clients to see value in what it is you have to offer is by getting laser clear on what it is you're offering.
• 28:40
  SPEAKER_00: When you know what you're offering, it becomes so much easier to communicate the value of that offer.
• 28:48
  SPEAKER_00: Now, by really understanding your clients and what they're struggling with and what they're looking for, and the solution that you're offering, it will convey the value.
• 29:00
  SPEAKER_00: If a client knows that you're going to solve a problem for them, what you have to offer will become so irresistible that they just won't want to miss out.
• 29:11
  SPEAKER_00: And then, of course, the way we communicate that value is through powerful testimonials where clients that you've worked with get to share their own experiences and tell stories about how it has made a difference to them.
• 29:27
  SPEAKER_00: So, to sum this up, it just boils down to three things: it's clarity, it's messaging, and it's proof.
• 29:37
  SPEAKER_00: Clarity of your offer, your messaging, and proof that what you are offering works.
• 29:45
  SPEAKER_00: If you can tap into each of these three things, then your clients will see an abundance of value in what you're offering and will be compelled to hit the buy now button.
• 30:00
  SPEAKER_00: Okay, so before I finish today's episode, I just wanted to remind you to book your place on my free online masterclass called Kickstart Your Course on the 22nd of March at 2 30 pm UK time.
• 30:14
  SPEAKER_00: Now to book your place, visit www.pink-lemondigital.com forward slash kick start to book your place.
• 30:25
  SPEAKER_00: Now spaces are limited, so if you want to come on board, then get booking.
• 30:32
  SPEAKER_00: Thank you so much for taking the time to listen to today's episode.
• 30:36
  SPEAKER_00: I hope you found this episode of value and of course please feel free to share it with others who you may think will also benefit from listening to today's episode.
• 30:47
  SPEAKER_00: If you are feeling inspired and would like to know more about getting started with creating an online digital course, then why not download my free ebook 10 Steps to Digital Course Success by visiting my website www.pinklemondigital.com.
• 31:06
  SPEAKER_00: I will be back next week with another episode, but until then, have a great week.
• 31:16
  SPEAKER_00: I hope you enjoyed this episode of the Digitally She Does It Show.
• 31:19
  SPEAKER_00: Don't forget to check out the show notes for all the links and resources mentioned in today's episode.
• 31:25
  SPEAKER_00: New episodes drop every week on a Wednesday.
• 31:27
  SPEAKER_00: So why not rate and subscribe so you never miss an episode?
• 31:31
  SPEAKER_00: Thank you for tuning in today, and I will see you next time.