Building an Expectation of Worth
There are two additional elements that you need to have in your campaign. The first element is creating an expectation of worth. There are a few different ways that you can do this without selling your prospect. For example, let’s say that you want to create an expectation of a worth of $200 per hour. Our goal is to create an expectation of $200 an hour value in our coaching without selling them because if we try to sell this while establishing credibility then they’re going to push away. We can establish our credibility a lot stronger if we don’t try to sell until after we establish our credibility.
There are a few different ways that we can do this. One way to do this is to write a sales page for something that you don’t care if it sells or not. For example, let’s say that in your level of expertise, you could create a two-day training program that cost $10,000 (this will also need to be something that you can fulfill to because you’ll sell some of these, so don’t make up something too crazy).
If no one takes you up on your two-day or four-day or 30-day program, then you have lost nothing. This program could be direct access to you, it could be through a membership, or any kind of meeting that you choose, just some exceptional way to deliver your product.
The easiest thing to do is have them get immediate access to you and you create a program for them based on their unique needs. You could do this through a quick survey when they get coaching from you.
Set up your sales letter like this: have a variety of bullet points of things that they’ll learn, and then you already have a preplanned coaching program that will teach them facets of each bullet point depend on what they know and what they don’t know. You have a general idea, a backbone, but you’ll actually teach based on what they need to know.
When you have a program where you work with someone personally you’re also selling an experience. It’s very different than to selling information alone. If you’re in the Internet Marketing niche, for example, you can sell 50 hours of coaching to them where you go in and literally build their business for them.