The Code Breaker Newsletter - Issue #016 The Three Reasons The Prevent Audience Growth

Hey Code Breakers,

Welcome to this week's Code Breaker Newsletter. Here, we share the best insights, tips, and stories. Learn how to break the code on your market and unlock your business's potential.

What’s the best way to move a prospect from unaware to aware? And from aware to interested? And from interested to paying client? 

The answer is to nurture them along their journey. To meet them where they are. Answer their most pressing questions. And give them tools and insights. These will build trust and set you up as the resource they turn to. They’ll look to you when they’re ready to take the next step. 

The sad thing is, that most coaches and consultants want to skip this step and jump straight to the sale. But skipping ahead to the sales is like asking a girl to marry you when you’ve just met. Your odds are rather slim. 

ONLY 3%

Did you know that only 3% of the market is actively searching and ready to buy? That’s it. Just 3%. 

That means that 97% of people who see your content aren’t ready for what you have to offer. And while I agree that every post, email, sales page, etc should have a call to action, not all calls to action are equal. 

If you neglect to nurture those clients, only 3% of the market will ever be ready, willing and able to buy from you. 

Now, there are a number of reason’s coaches and consultants struggle to nurture their clients. 

Here are the top three I’ve fond from those I’ve worked with: 

• They’re afraid to give away their best stuff. 

• They believe they know what the customer needs more than the customer does. 

• They fail to build reciprocity because they neglect to provide value often. 

Let’s break each of these down so you know exactly how to address them: 

Reason 1: They’re Afraid To Give Away Their Best Stuff

Most people are afraid that if they give away their best stuff, prospects will take it and run. And while that’s true in very select cases, the majority of cases will result in something different. In most cases, you’ll a) build reciprocity. You'll b) be seen as the expert you truly are. And c) you’ll get them asking a very important question. 

“If this is what they’re giving away for free… what are their paid services/content like?” 

That’s the question you want to get the customer asking. You want to be building so much value with the prospect that you peak their curiosity. You get them wondering what it would be like to work with you. 

You get them to ask themselves how much faster they could be seeing results if they were to take you up on your offer. That’s when they start reaching out, booking strategy calls, and buying from you. 

By now, you know the value in giving away your best stuff. But you probably have a ton of valuable content, resources and tools that you could give away. How do you know which piece will provide the greatest effect and the highest ROI? 

Reason 2: They Believe They Know Better

You stop thinking you know what your customers want and you get them to tell you what they want. How do you get them to tell you what they want? You ask of course. 

There’s a book by Ryan Levesqu called ASK. It’s a great book I highly recommend. In the book Ryan talks about the SMIQ (Single Most Important Question). The question is designed to determine what the top challenge is facing your prospect. 

The question: “What’s your #1 single biggest _______ (insert your space) challenge right now? 

For instance, I might ask - “What’s your #1 single biggest marketing challenge right now? 

This combined with the rest of Ryan’s ASK Method provides you with everything you need. Once you start asking your market what they need, they’ll wonder how you know to meet them where they are. 

The funny thing is, all you had to do is ask. 

Reason 3: They Fail To Build Reciprocity 

In my experience reason 3 results from neglecting reasons 1 and 2. 

When you’re afraid to give away your best stuff you end up providing half asses shit to your market. Your market feels that. And while it may turn the heads of the 3% of the market that are actively looking to buy what you offer. It will likely turn away the 97% who aren’t quite there yet. 

This not only results in a lack of reciprocity, but it often becomes a “turn-off” for those who see your content. 

By combining reason 1 & reason 2 in reverse order, you discover what works. And you don’t discover it from a wild ass you guess. You don’t discover it from someone like me. You discover it from the customers themselves. 

They tell you what they want. They share their #1 most important _____ challenge? And then you determine the tools and resource you have to help them solve it. And you do! 

This build trust, confidence, authority, and reciprocity. You become known as the expert in your space. And people turn to you as they move from the 97% who aren’t ready to buy to the 3% who are. 

The question is, will you be one of those select few who put in the work, ask, and share you best stuff. Or will you be like everybody else? `