"Where do you want to go to dinner?
I don't care.
Well what do you want to eat?
Doesn't matter... what do you want to eat?"
How many times have you had this discussion with your spouse or partner?
Someone needs to make a decision or else the Hanger (hungry anger) is going to set in.
This is very similar to your client's path.
We think we are doing them a service by allowing them to choose.
No. We don't want the client's path to be like a "choose your own adventure" book.
Have you ever played one of those and made the wrong decision? You think you're going to be flying high and next thing you know, you're flying off a cliff.
You want to be the expert and leader that says choose this path into greatness, not the one that takes you off the cliff.
Here's what up business owners.
These most common places that we give choice when we shouldn't: The first point of service, too many options, in an email, and too many call to actions.
Here's how to fix it:
1. If you have more than one market or demographic (ex. Business and Wellness or Therapist and Adventure Retreat Host) create one opt in/freebie/lead magnet/freemium for each client path.
You want to have segmented lists and you want create the content that your audience is looking for. Make them choose one path to go down and they will have a more seamless start at the first point of interaction.
2. Content is king. Lead them to the right channel.
All marketing and launches requires strategy. Instead of going on feeling, use the data such as views, open rates, and conversion rates. We think that we are well intentioned by saying read my blog, check out my podcast, follow me on Facebook, Instagram, LinkedIn, but which one is it?
Decision fatigue is a real thing these days, so make it simple. Create a production calendar so you know exactly what content your sharing on each platform and you know exactly where to drive them that makes the most sense.
3. If the end game is transactional, say that ONLY.
There should always be a call to action at the end of every post. They can be a subscription such as subscribe to my podcast, blog, or social media or transaction based in which an exchange happens. Don't tell them both such as " Subscribe to my podcast AND buy my latest course." Most times they won't do both. If you've given good free value, make the offer only.
BONUS: Look at your website, give them only one option per section as the eye typically wants to click the first thing it sees. If you want them to opt in and give their email, make that the only option. If you want them to read more about you, make that button the only option, etc.
Not sure what opt in to create, how to structure your website, or how to run campaigns for segmented lists, contact me today!