Black Friday prep isn't about what you're selling | The Scoop Vol. 51
To premiere the Scoop newsletter here on Substack, I'm sharing the last 4 newsletters that were sent via email so you see my style.
Everyone who wants to help you have your most successful Black Friday ever is probably telling you how to:
Create an irresistible offer
Launch your ass off
package up your old shit and slap a discount on it to save time
That's cool and all, but personally I don't want to have all this pressure on a Black Friday sale.
I want to have so many leads already coming in and ready to buy looking like ⤵️
In this edition of The Scoop, I'll share exactly how you can generate a slow, but steady stream of leads every single day without launching, so you can make more sales without them.
In the last edition of The Scoop I shared how I adjusted my schedule to spread out my client calls to conserve my mental energy and make space to work on my own business.
This was step one. But step two was more important mentally—making time for things to support my mental health and wellness.
I will admit that I am genuinely happy and healthy, but the gut health issues I have experienced over the past few years have always been diagnosed as something to do with stress 😒
Here are the things I started incorporating into my life to support my mental and physical wellbeing:
I meditate everyday during the weekdays using an app called Balance
I try to journal a few times a week
I started going back to pilates 2x a week
I connected with a new friend from IG and took a hot pilates class with her and in 1 week I have a private group pilates class with a group of girls I met on Threads
I took a private skating lesson which I have been wanting to do for months
I spend more time with family (pictured at the High Museum with my kid, mother-in-law, Mommy, and hubby)
Basically, I'm slowing down in the mornings for my mental, and then making an effort to get in movement and socialization.
What is something you do for your own mental or physical wellness? Any cool hobbies you're trying?
Proof or it didn't happen ⤵️
Ok, back to the topic from the title...
I obviously get a higher volume of leads when I'm launching and posting multiple times a day on social media and sending an email a day for weeks.
But I would NEVER be able to maintain that pace of marketing and to be quite frank, no amount of leads are worth that kind of time from me.
You agree?
There are 2 goals for marketing:
To generate leads
To build your brand
Marketing's job IS NOT to close sales, it should drive them though. That's how I think when I'm marketing (and it works well!).
Right now you are very dependent on launching to generate both leads and sales at the same time, because you aren't already marketing with a strategy to generate leads for you every day.
The next section will talk about what that means and the results when you do (it will surprise you 👀)
First of all, leads aren't just the people who complete an application or book a discovery call ☕️
Leads are:
Email list subscribers
Website visitors
DM messengers
Lead magnet downloaders
People who give you their business card
People commenting on your Manychat prompts
past clients
And you should be getting at least one of these every single day. And all leads shouldn't come from you showing up and doing content every damn day (we don't have time for that!).
Whatever leads you generate this month will impact sales for the next 2 months.
When you don't have any marketing momentum, you feel it in your pockets (revenue) and it leads you to HAVE TO do aggressive sales processes and longer launches.
Here's a little personal case study for July & August because I was completely booked out without launching and even posted less content.
Booked out TL;DR:
3 Content Clarity Scans
2 Messaging VIP Days
3 Marketing Strategy Sessions
1 Content Check-In Service quarterly client
2 new Revolutionary Society members
1 8-week coaching contract with a program through City of Denver
You might be thinking these sales came from me posting a lot of content or going hard on launches in June (for July sales) and July (for August sales), right?
Well my main active marketing is on Instagram and I only posted 7 days in June and 10 days in July to my feed.
Mindset shift: Don't depend on marketing for all your sales. Leverage marketing to stay top of mind and let content spend the time you don't have with leads to move them to converting into sales faster. And then actually sell to the leads. I did an anniversary promo for 3 days on IG stories and email so that made up the majority of the July sales. I didn't need a long ass launch with 50 emails, a webinar, and 100 social media posts!
Another note is that most of those July & August service sales were referrals or past clients.
The best active lead nurturing content were just newsletters and BTS stories on IG of what I'm doing for other clients. Otherwise it was longer content that already existed in my podcast (I don't post new episodes every week).
The momentum from July carried over into August and I booked all my services without any promos or launches that month.
Having a consistent marketing flow allows you to market at a slower pace, and fill your pipeline with new leads. Plus it keeps your business top of mind with past clients who either want to come back or can refer you to others.
Marketing means daily leads can easily come from people who see your content and they can identify leads for you and tag you to say your name in rooms you're not in (i.e. refer you).
Here are a few things you can put in place to give you this kind of daily lead momentum:
have pinned/featured posts that lead to something to collect email addresses (e.g. a lead magnet or newsletter)
have a pop up and/or newsletter/lead magnet sign up form on your website (I have a pop up on most pages and embedded forms to sign up on others)
make sure you do have some longer content sitting somewhere like a Youtube channel, podcast, or blog on your website
have 1 low energy-friendly social media platform (or at least format) you can be consistent with even when you're too tired to do much more than a lil text or on the spot video with no editing a-la stories
use keywords on every page on your website so people can find you via search
leverage website traffic-friendly content platforms like Pinterest to drive visits and traffic to your content and website
post brand building content so people know exactly what you do and who you serve so they can easily refer you
have a great client experience to help retain clients and also compel them to refer your services
have an easy way for past clients to give referrals
If you can start implementing a daily lead generation marketing strategy now, you will get to enjoy the sales momentum in your own business come November & December when business owners make most of their big investments before the new year.
Want to build your daily lead momentum ahead of Black Friday & holiday season? Then join my Lead Overflow Challenge to start.
One of the reasons I want you to work on lead generation is because it makes sales so EASY.
Once you get the leads all you have to do is nurture (e.g. via social media, email, or whatever you have the capacity to do) and then sell to them.
Take my marketing strategy turned Content Clarity Scan client, for example, who just experienced the benefit of nurturing leads via email.
When she originally came to me for marketing strategy back in July she was getting upwards of 300-600 leads into her lead magnet masterclass, but only converting around 8 or so into her program.
She wasn't really nurturing them at all between their registration and the masterclass.
She also wasn't sharing enough diverse case studies during her masterclass to show what was possible.
At minimum she wanted at least 15 people to join her program, but the real goal was 20.
Well this time she nurtured them, shared better case studies during the masterclass (as we discussed in her strategy session) and she ended up having 408 people register, 106 attend live, and converted 22 people!
The goal isn't just to get leads, it's to then learn to nurture them so they are more willing to actually buy.
She also doesn't want to have to keep doing all these damn launches, so she's joining the Lead Overflow Challenge where she (and you if you join 👀) put a process in place to attract daily leads without the launches and nurture them to the sale faster.
Want to see how I generate leads every single day in my business?
Watch this 12 minute video walking through my lead generation machine ⤵️
To daily leads 🥂,
