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100 Essentials to Selling Online Courses

Thursday, September 14th, 2017

Have you got some killer course content that you’ve developed? Or have you been thinking about what you could teach and share with others? Are you interested in getting it online and running? Can you make a meaningful living doing this? Let’s take a look at the some of the powerful tools that are available to you. I’m going to tell you how to create and sell online courses. I can think of about 100 things that you need to consider before you launch your course.

1. Do Some Research on Supply and Demand for your Course

Find out how to price this course, or if people will even be interested in it. Before you invest a lot of time and money into the project, know that you’ll get a favorable outcome.

2. As Things Develop

In the development phase, you will have many things to focus on. While you’re designing your course, concentrate on building value into it. Value is the most important factor in your course’s success.

3. Watch Your Time Management

Make sure to have the course ready to go when it’s supposed to. Budget your time as you go to prevent a panic at the end.

4. Find the Sweet Spot

Work in the area where your knowledge and passion intersect. Determine what problem you are solving with your course. Layer that in and you’ve got it!

5. Integrate Different Learning Styles

People learn in different ways. Vary the course content to include visual aids and videos, along with activities to do along the way.

6. Choose Your Dates

Decide what day you will begin accepting enrollment, and when your course will start. This will help you to establish your time line and grand plan for the work.

7. Check the URL

You want to get a great URL for your course as soon as you develop the name for it. Start checking… keep it simple!

8. Keep It Clever!

Be sure to give your courses short, catchy names. Remember, it’s got to grab them right away.

9. Verify First

Check and make sure that the catchy name you think of is actually your original thought. Make sure it’s not registered to someone else.

10. Create Your Course Outline

Have the roadmap to understand where you are going with the course. Know what you need to cover, and when you should introduce it.

11. Keep Success in Mind

Every aspect of your content planning should lead to success for the student. How will it help them be more successful?

12. Develop Your Content

Do your research and make sure your content is interesting and unique. Make sure it fills a need. What do people want to learn about? What will they buy?

13. Create Your Branding

Create the branding for your course. What is it about? What does it improve? What does it address within your niche?

14. Use Subject Matter Experts

Bounce things off an expert on your topic. Use them to help you write, or to check for accuracy, especially if you’re not sure.

15. Look for Win-Win Partnerships

When you are trying to promote your courses, who can help? Form alliances with folks that can benefit from your success as you launch your online courses.

16. Decide whether you will use free or paid web hosting

If you are building a site for commerce, which I assume you are, then the flexibility of paid hosting will work best for you.

17. Considering using a service that offers e-commerce design and help.

If you want someone in your corner to help, they can get you started, show you how to manage your site, and build your confidence.

18. Choose your Platform

Will you use a service to build your website? If so, consider one with the best plug ins. Use all the tricks you can to make your site work for you.

19. Get Plugged In

There are plugins that can get your courses online and manage them well. Familiarize yourself with the different software available before you decide.

20. Consider Course Management Software

Use your course management software to load the course content on your site. Follow your course outline. Inspect and make sure the progression is right.

21. Look for the eCommerce Solution for Your Marketing

You can find affordable software to help with marketing your courses, setting up your online store, and CRM (Customer Relationship Management). Some companies offer a one stop solution.

22. Look for Similar Courses

Although we realize that your content is unique, shop online for similar courses. This may remind you of sections of your content that you may have overlooked.

23. Develop your Pricing Plan

Again, look for courses that offer a product that is like yours. Get an idea for the pricing you want to set on your courses. Try to stay in the mid-range on pricing. You don’t want to come in too high, but you need to show your value.

24. What’s the Plan for Customer Support?

Make sure you understand how your customer will contact you and what that feels like for them. Selling online can be a bit trickier when it comes to communication. You must have a plan in place to answer inquiries and complaints quickly.

25. It’s All About the Headlines!

Like any other advertising, you need to engage your prospects and customers at the top of your page, or they will never get to the bottom. Make sure your marketing page has a catchy, attention grabbing headline.

26. Make the Site Visually Appealing

Making your site look awesome goes hand in hand with the headline to draw customers in and keep them wanting more.

27. Consistency is Key

Use the same font, same theme, and carry the same design through the entire curriculum. Consistency will impress.

28. Be Clear and Organized

Make sure the site flows and makes sense. People won’t want to take a course from you if there are errors on your page.

29. Use a Membership Software and Sign Customers Up!

You’ve planned and organized… now it’s time to enroll customers and start delivering content.

30. Members Only

With your membership software, you can keep “members only” topics or products that only members can access.

31. Social Media Strategy

Think about what your social media goals are. Then consider what social media platforms will work best to help you meet those goals.

32. Don’t Sell… Engage!

When you’re on social media, don’t sell. Use this time to engage and network with others that you have common interests with.

33. Use Keywords to Find a Facebook Group

Join a group or two that are talking about things that you want to talk about too. Again, keep it social. Selling on social media is a put off.

34. Start Your Own Facebook Group

Once you’ve launched your courses, invite participants to form a community on social media. Set up a Facebook group and invite people as they sign up.

35. Publish an Article on Linked In

A well written article about your course topic will wow them on Linked In. Tell them about it!

36. Go on YouTube

Make short videos and post them on YouTube. Make sure that they can be found in search engine rankings.

37. Tweak Your Website as Necessary

Use analytics from your marketing software to see where the weak spots in your site are. Are people looking, but not engaging?

38. Variations on a Theme

Try to make the theme of your website related to the content. The look should express the feeling you are trying to create.

39. Link It Back

Make sure that your website contains a clear link to your course. Be sure that the link stands out!

40. Get Those Email Addresses

Be sure to capture email addresses from visitors to your site. These will become your bread and butter as you grow your business. Hopefully, I’m late to the party with this advice, and you already have an audience.

41. Here’s Your Gift!

Offer a free gift to people that sign up for your email list. A newsletter, an eBook, or some other information that is useful.

42. Find a Podcast

Be the featured guest on a podcast, where you can talk about the subject matter of your course. Try to find a relevant podcast that’s mid-size.

43. Blog It!

You should already have a blog, but this is a great way to get the work out about the course offerings you have.

44. Be My Guest… Blog

Offering to be a guest blogger on someone else’s blog gives you a whole new audience to engage and inform.

45. Smile! You’re on Webcam!

Don’t overlook hosting a webinar to talk about your courses. Be persuasive, but don’t give away all your content. Just throw out the juicy tidbits of knowledge and leave them wanting more.

46. Happy Landing!

Create your landing page! Be sure to include some multimedia and example course material.

47. Make Sure Your Landing Page is 100% Wonderful

This is where the action is! It’s usually the first page they see, but it’s definitely the last page they see before it’s time to take action and ENROLL NOW

48. Stay Above the Fold

Put the important stuff “above the fold”. In print advertising, this is the top portion of the page that is above where a piece of mail is folded. Online, it the part of the website you see without scrolling.

49. Keep It Simple

Keep your text on the landing page simple, and use sub headlines to keep the reader’s attention. Be sure to include a clear call to action!

50. Plan to Spend Plenty of Time Marketing Your Courses

It will usually take time after you launch your courses for them to take off. This time will most likely be spent selling the value of them to countless people in your audience.

51. Engage with a Newsletter

Remember that email list we’ve been building? Use it to send an informative newsletter out to people that will want your course.

52. Use Your Welcome Email

Be sure to mention your course when you send a welcome email to people that opt in to your email list.

53. More About Email

Capture the email addresses of everyone that signs up for one of your courses. This will indicate if they’re a good candidate for your upcoming courses.

54. Even More About Email

If you are offering something free in exchange for their email address, make sure it’s something that they would buy otherwise. You have to offer something of value, or they won’t be ongoing customers.

55. Sign On!

Include the name of the course in your signature line on all emails. This can be changed, of course, as the courses change.

56. Keep Your Content Valuable

Make sure you are adding value whenever you send out information or engage in social media.

57. Save Time – Save Money!

Explain to your prospective student how they will save time and money by taking your online course.

58. Just a Little Teaser

Right about the BUY NOW button, give a little peek of what they stand to learn in your virtual classroom. Make it compelling.

59. Follow Up

Don’t forget to follow up with people who have completed one of your customers. Repeat customers are the easiest to snag, and loyal customers can make you a success!

60. The Role of SEO

Some website platforms will provide SEO as part of the package, or will have a plug in for it. Make sure it’s utilized. It doesn’t matter how awesome it is… if nobody sees it!

61. Keywords

Watch out for keyword overload. Some people think that adding a bunch of key words onto a site will boost rankings. Search engines are looking for interesting, valuable content, and will boot you out if you are oversaturated with keywords.

62. Ask for Endorsements

Once you’ve had people take your courses successfully, ask them to write a short testimonial about their experience. This will add credibility to your marketing efforts.

63. Start Promoting Early

As soon as you are certain that you will be offering an online course, start the buzz! Let people know that it’s “coming soon” and get them excited.

64. Establish Yourself as the SME

Tell them why you’re a reputable source when it comes to your niche. Is it your experience? The research you’ve done? Your education?

65. Avoid Offering Free Classes

Don’t offer free classes. This will teach people that you’re someone who likes to give free classes. If you are just starting, or if you’re not feeling confident, opt for a lower fee… but not free!

66. Set Your Price According to Content

If you have a ton of content, and it includes interactive portions, multimedia gems, and goes for 10 hours, you’re not going to charge the same as 4 pages of written text. Make your content worth the extra price.

67. Enter Promo Code

Price the course as you see fit, and then experiment by offering a promotion. Using a Promo Code will let you know what your discounting should be, based on sign ups.

68. Set Financial Goals for Yourself

Know when it’s worth your while to do this. Be aware of what you need to make to break even, and show a profit.

69. Offer Your Services

If your courses are on a business topic, consider offering to host a webinar for a relevant business. Show them what you can do, and encourage participants to sign up for your email list for more.

70. Get a Flashy Twitter Hashtag

Get really creative and come up with an irresistible hashtag for Twitter. Something about your niche, but with an element of fun.

71. Ask for Feedback

And… use it. The advice that participants give you is invaluable. This is the part where you get your grade!

72. About the Surveys

Consider surveying the students halfway through the course, and then again at its completion. You’re more likely to get answers when the course is running. So, give yourself two chances at feedback.

73. Payment Systems

Set up your payment system early in the process of launching your first course. Don’t let this be a last-minute problem.

74. If You Have a Successful Course, Relaunch It

There’s no reason to run a successful course once and stop. Keep rerunning this course, and it will keep making you money. You can change it up now and then, but let it stay on the market.

75. Don’t Be Afraid of Hard Work

They call it “passive income”, but you have to work constantly if you’re going to have real success with it. Be prepared to roll up your sleeves!

76. Stand Out from the Rest

What makes your course unique? Try to offer something to entice participants away from those other guys that are competing for your customers.

77. Don’t be a Generalist

You’ve got to pick something to specialize in, and let customers come to you. Something that you love and that you’re good at. Think about it. You’ll have to launch a whole training college if you want to focus on… everything!

78. Talk to the People

See if you can dedicate one or maybe two hours a week to hangout and chat with people who visit your website. This adds a personal element to the learning relationship, and can help you build your business.

79. All About You

Along these same lines, make sure you include a bio section on your website. People will do business with people that they know over strangers.

80. Shopping for an LMS

When you are considering launching an online course, you need to decide on an LMS platform. Keep in mind that some help with designing the course. Some help with marketing the courses. The best ones will do double duty for you!

81. Organize Yourself with a Chart

There’s a lot that goes into creating and selling online courses. I’m sure you’ll agree. Project management is key, so consider using a Gantt chart, or something similar to remind you of deadlines and to keep your work on target.

82. It’s in the Cloud

Make sure that you’ve got a cloud storage solution in place for storing large files. I think it goes without saying these days, that storage space is important.

83. Change Is Inevitable

If you are promoting a course that will ask people to make changes in their lives, target one or two areas that they can work on. Asking people to change more than two or three things is going to lower their chances for success.

84. Show Them the Blueprint

When the course launches, the first thing you want to do with your enrollees is the preview the course. Show them the master plan and let them see what’s in store.

85. Make Use of Live!

The latest trend is going “Live” on Facebook. Use this to your advantage and give a live invitation to interested parties to check out your courses.

86. Additional Information

Sometimes, you may want to suggest additional reading. Or, you might recommend that the participants review documents that are not part of the course structure. Send these in an email. It will give you further contact, and give them the information.

87. Mind Your Time

This project will take a minimum of 6 months for most people to complete. Keep that in mind from the start. This is why planning and pacing is so important.

88. Allow for Different Devices

Well before launch, check that the course shows properly on mobile devices. Many students will opt to participate on phones or tablets.

89. Assigning Homework

Many facilitators think that because a class is presented online, that they have to make up for it by overloading participants outside of designated class time. Avoid this mistake, and keep outside work to a minimum. You want them engaged for the most part.

90. It’s in the Numbers

When you are marketing your online courses, remember that approximately two percent of people targeted will respond. Does that give you an idea of how many email addresses you will need to reach your revenue goals?

91. Bring a Friend

Offer people that sign up for your course a bonus if they recommend a friend that signs up. Increase your participants and your email list!

92. Test Your Launch

Before you do your full-scale launch, do a test run. Email select people on your list. Pick the ones that usually open your email. Offer them the course on a pre-launch special at 50% off. If they bite, it’s a good indication that you’re in good shape for the launch.

93. Be Available

Communication can make or break your success in facilitating online courses. Take the time to be available.

94. Appeal to the Emotions

One important thing to remember, and it applies to all marketing, really. Don’t sell with logic. Sell with Emotion. People make buying decision based on emotions.

95. Provide Real World Scenarios

Throughout the course, give participants the “So What?”. Tell them how this knowledge will benefit them, and where they can apply it.

96. Consider the Learner

People come from different educational and experiential backgrounds. It’s imperative that you address them on their level. Don’t talk down to them, and don’t talk over their heads.

97. Do a Pre-Assessment

A quick knowledge check before starting the course will let you and your participant know where the room for improvement lies. The can be useful for both of you, and for ongoing courses.

98. Let Me Stop and Assess

Allow for periodic assessments throughout the course. How will you know if the information is sinking in otherwise? Stop and check for knowledge every now and then.

99. Have You Created a Monster?

Don’t overcomplicate things for yourself. Don’t make the course so complicated that it’s hard for you to maintain and rework when necessary.

100. Keep Up with the Competition

It’s important that you understand the industry, and one of the best ways to do that is to see what the other team’s up to. Check in on the competition from time to time. This will help with your course development and your marketing strategy.


Whew! As you can see there are more than one or two things for you to consider before embarking on this journey. All of these particulars boil down to three basic steps:

· Creating Your Course

· Marketing Your Course

· Launching Your Course

Where are you in this process? Join the group of folks that are realizing their dreams by helping others with informational online courses! If you would like further discussion, or if you have questions, let us know. We’re here to help!

How To 3x Your Consulting Leads

Thursday, September 14th, 2017

Consulting is a unique field. No matter what your speciality, the true measure of success is your ability to help clients solve difficult problems. You possess an exceptional ability to think, create and communicate; a talent that is highly sought-after by executives. The pitfall of your profession is if your consulting business has no clients, then you have no consulting business.

We know that the best method of marketing your consulting services is recommendations, referrals and word of mouth. However, if you’re in the early years of your consulting career or a dry spell, the chances are this isn’t happening as often as you’d like. More likely, you’re struggling with:

  • Not having enough clients
  • Attracting the wrong kind of clients
  • Trying to convert leads that are expensive and time-consuming

You’re probably also having to market yourself to prospects that may not even be aware that they need your services, which significantly lengthens the sales cycle.

Many consultants still heavily rely on referrals, but this is dependent on the size and quality of your network, is labour intensive and inconsistent. Combine this with the ease that buyers can search online and locate hundreds of qualified consultants in the same state, you’re facing tough competition to stand out.

So, what type of marketing can generate the highest quality consulting leads and opportunities?

This is the conventional advice given:

  • Public speaking at events, such as conferences, trade shows and meetups – How many events in your niche are there per year? And how do you tackle falling attendance?
  • Outbound sales calls – Cold calling is a tough slog warm calling, but that’s exactly what you’ll be stuck doing unless you can generate warm leads to follow up.
  • Writing a book – Is an excellent prospecting tool, but it takes a long time to write 90,000 words, publish, print, promote and is costly.

These above definitely have their merit and place, but I want to explore how adding digital elements can have an enormous impact on the quantity and quality of leads generated, and amplify your exposure and branding.

What Makes You Unique?

Before we start on lead generation strategies, let’s review your personal branding. This goes beyond what you say about yourself, your experience and your services. Even if you think you’ve already nailed this, it’s worth reviewing with a fresh perspective. Consultants sometimes struggle to explain their uniqueness and how their expertise can benefit a business, so they default to talking about themselves, copy what others say, or worse, use complicated language stuffed with buzz words.

Basic personal branding showcases your beliefs, strengths and experience, but these alone won’t earn you a seat at the executive table. It’s time to take your exceptional thinking ability and turn it on yourself.

The following questions will help you uncover what makes you unique and how you can stand out amongst the sea of consultants. I’ve borrowed and adapted these questions from Dorie Clark’s book, “How to Find Your Break-Through Idea”. Dorie Clark is described as the thought-leader on how to become a thought-leader.

1. What do others in your field overlook?

2. What’s the conventional wisdom about how to do things “the right way” in your field?

3. What are three trends shaping your industry? Are they short-term or fundamental? How would you describe them to an outsider unfamiliar with your field?

4. What should smart companies or individuals do to thrive in the future? How should they prepare? What steps should they take?

5. What innovations or new developments do you know about that most others do not?

6. What experiences have you had that others in your field most likely have not? How does that difference shape your view of the industry?

7. What topics are you a “local expert” in-that is, not necessarily the best in the world, but better or more knowledgeable than those around you?

8. Is there a way you can differentiate yourself from others in your profession?

9. What is the traditional background of influential players in your field? Is there a way to leverage being the opposite of that?

10. How can you leverage experience to bring a new perspective to your current endeavour?

11. Are there parts of your background or resume that you consider “irrelevant” or out of place? How can you integrate them back into your professional life in a new way?

12. Has the overall nature of your field been articulated? Is there an aspect of your field that hasn’t been adequately defined?

13. What are the principles behind the best practices you champion? Can you explain the underlying premise of your philosophy?

14. What are the simple things that are stumbling blocks for other consultants in your field? What’s holding back their progress?

15. What do most people misunderstand about your field? What errors do they make, and can you help redirect them?

16. What are the strongest brand affiliations you possess? Have you worked with a prominent company, written for a major publication, attended a prestigious school, won a major award, built relationships with prominent leaders, etc.?

We then move on to communicating your value across different channels and how to 3x your consulting leads. The channels that you ultimately choose to pursue should be the ones that can best reach your ideal client, which may take some investigation and testing to figure out.

Accelerate Lead Generation with Digital Marketing Strategies

Make an Impact with Your Website and Thought-Leader Content

Your own website is a must. It’s an extension of your business card, giving you full control over positioning, messaging and visual elements. It’s also your stage to interact with potential prospects. Blogging is very popular, and for a good reason. It’s the perfect way to share insights, stories, case studies and various pieces of educational content mirroring the issues faced by your prospects. Regular blogging around your speciality area resonates with readers and demonstrates your knowledge and experience. To simplify, rather than to tell people they need your services; you’re sharing insightful, thought-provoking information that makes readers decide for themselves that they need your services. You may have heard this being referred to as ‘pull’ vs. ‘push’ marketing.

I make it sound easy, but many people have blogs and repeating the same information or thoughts won’t entice prospects to keep returning. You really need a strategy of who exactly you want to read your content and what specific topics will get their attention. Use your exceptional think ability to act like a journalist – research, question, interview, prod and poke.

It all begins with: what should you write about? Start by making a list of possible topics and match them with your target reader. Think about the most common questions people have about your field, misconceptions, emerging trends that will have an impact, or interesting shortcuts or ways to “hack the system or a process.” What strategies have enabled you to achieve success with other clients? If nothing changes, what implications will it have for the industry/field? You can also search LinkedIn communities and Quora to see what questions are being asked or topics that are being discussed.

Your goal is to genuinely help people in some aspect of their business through your writing. Instead of creating content on a daily or weekly basis, slow down. Spend at least 40 hours on every piece of content and make it exceptional. Make it 10X better than the next best piece of content on the topic; this will yield a significantly higher quantity and quality of leads.

Bonus Pro Tip: Scrap the Typical ‘Quick Enquiry’ Form

Everyone seems to use a dull quick enquiry form on their website. It’s the final step in the lead generation process and can influence whether people fill in their details or leave. Finding the right form that will convert your prospects will take some testing.

So, how do you improve your form? Prospects want to know four things:

  1. What will you do for them?
  2. How much will it cost?
  3. How are you different from everyone else?
  4. Do you know what you’re talking about?

Use your form to answer these questions by offering a free proposal, an introductory consultation, or a personalised audit. What’s more compelling: “Quick Enquiry Form, Fill in Your Details” or “Book Your FREE 30 Minute Consultation.”

Turbocharge Your Online Presence

To position yourself as a thought-leader, you’ll need to build your online presence beyond your website too. The simplest way to do this is to be published with thought-leader pieces in other people’s blogs and news articles in the press. To get started, check out these websites:

  • Quora is a place to gain and share knowledge. It’s a platform to ask questions and connect with people who contribute unique insights and quality answers.
  • HARO provides journalists with a robust database of sources for upcoming stories and daily opportunities for sources to secure valuable media coverage.
  • SourceBottle is a free online service that connects journalists with sources.

Also contribute your thoughts using the comment section at the end of articles, blogs and discussions.

Amplify Your Expertise with Social Media

I’ll be straight with you; nearly every consultant has a great LinkedIn profile – professional photo, exceptional summary and recommendations from clients. If your profile is missing these, you need to address them right away.

What will get you noticed is actively participating – liking and sharing other people’s content, commenting and replying to others’ comments. Building these online relationships will help you gain support for your own content posting. LinkedIn is a two-way communication community, if you only use it to push content out, you may not get any interaction (even if the content is great). I’ve seen this happen to consultants that have 500+ connections; they’re essentially strangers just scrolling past. If people comment on your content, thank them for taking the time to engage as this encourages others to interact. If you’re taking the time to build relationships but still lack the interaction, you may need to re-evaluate the quality of your content.

I’m a big fan of LinkedIn and follow some sales consultants that regularly post articles about sales – an industry that’s evolving too slowly – and these articles challenge every angle of seemingly-outdated techniques that sales managers keep pumping out. There is no right answer, but it spurs great debate amongst sales professionals and C-level executives. I personally know one of these consultants and LinkedIn articles have skyrocketed his exposure and leads.

Make it Easy for References to Remember You

It’s important to stay in touch with your referral network, but take it beyond “how’s the family” and make it easy for them to refer you by sharing relevant content that they’ll find useful and could potentially pass on. Knowing that you are the thought leader on a topic will help keep you in mind and give them the confidence to refer you in this area.

Hyper-Targeted Paid Ads

Targeted paid ads can either do really well for you, or you’ll spend hundreds of dollars with no result. I would focus on doing a few of the other suggestions really well before attempting paid ads. Concentrate on building your brand and exceptional content to be ready for a great first impression with ad traffic. Nothing hurts a bad brand, product or service faster than advertising. When you are ready to go down this path, LinkedIn and Facebook targeting allow you to get very specific about who to serve your content to, which is amazing for finding the exact prospects you want to attract. Targeting + the right content for these people will reward you in good leads.

If Writing Isn’t Your Talent, Try Video

I talk a lot about writing, but the reality is many people struggle to write 2,000+ words. If you can effectively bullet point or summarise what you want to write, then it’s easy for a copywriter to write the entire article for you. The secret is ensuring your expertise comes across in the article, which requires your involvement. If writing still doesn’t appeal to you, try video! It doesn’t need to be a theatrical production, just ensure you have decent lighting and good sound. Gary Vaynerchuk has built a successful career using video for Wine Library.

Bonus Pro Tip: Dazzle with Webinars

I’m going to borrow a quote I read in an article, “our BS radars have become so good that you must show, not tell, that you’re the authority”. A scalable way of doing this is by running an online webinar.

  • Your webinar will position you as the authority on your topic
  • Listening to your voice will help prospects develop a rapport with you
  • You’re not limited to a number of people that can join the webinar, plus it’s low cost

Gracefully Stalk Your Prospects with Re-Targeting

The buyer journey is no longer a straight line. Image this typical scenario; a prospect pops over to your website then leaves. A month later, they discover your latest blog article, and then decide to download that eBook. The next month, they decide to check out another blog post. Maybe two weeks later they decide to get in touch. A great way to speed up this process is with re-targeting ads. Re-targeting brings back previous website visitors. It works by keeping track of people who visit your site and displaying your re-targeting ads to them as they visit other sites online.

Automate the Lead Qualifying Process

So that you don’t waste time talking to people that you can’t help, you need to create a process that pre-educates, pre-sells and pre-qualifies so that you end up with leads that are ready to buy.

Step 1: Offer a Lead Magnet (such as a white paper, eBook, case study or report) in exchange for an email address and basic contact information. Create a landing page on your website with a form to capture the details before allowing the prospect to download your content. You can use advertising and social media to drive traffic to the landing page.

The lead magnet helps to attract and qualify potential clients and gives them something of value to begin the relationship. Now that we know they are interested in this topic, we can make additional offers which are likely to be of interest with less resistance. Begin with small offers (such as an eBook) and move up to larger offers (such as a webinar or a free strategy session).

Step 2: Implement simple automation, and you’ll have yourself a scalable lead generation process that can provide a steady source of new, qualified prospects on autopilot. You don’t have to invest a lot of money; if you have MailChimp you can get started right away (starts at US $9 for pay as you go credits).

Lead Automation with MailChimp

Example: Easy Automation with MailChimp – Create a Series of Automated Emails

Email 1 (day 1): A welcome message and the download link to the lead magnet

Email 2 (7 days later): A link to a related article you wrote on the same topic

Email 3 (3 days later): A case study on the topic

Email 4 (4 days later): An invitation to join a webinar that you pre-recorded, such as an interview with another thought-leader on the same topic

Email 5 (2 days later): A checklist on the same topic

Email 6 (7 days later): An offer for a free 40 minute Skype strategy session

With each email, you can view who opens and clicks to understand the level of engagement at each stage. If people drop-off at a point, change that email and see if the next result is better. It’s like a sales funnel, fill it up at the beginning and then optimise each stage to improve the conversion rate at the final email. If people still aren’t ready once they reach the end, they can be added to your regular newsletter. And it continues to repeat itself.

Work smarter, not harder. Know your audience and create insightful content that addresses the problem areas. Do this consistently, and you’ll find the sweet spot to market your consulting services. Good luck!