3 Pro Marketing Tips To Get High-Ticket Clients And Make More Sales

Hey, it’s Connor here. In this video, I’ll be giving you my top three tips to help you make your marketing more effective, so that you can make more sales, get more clients and make more money.

So one of the most common questions we get asked is, “How do I make my marketing more effective?” Maybe you’ve tried marketing in the past and it hasn’t worked, or maybe you’re currently marketing your business and you’re not seeing the results you want.

So we got started in marketing when we had a done-for-you marketing agency. We would run the advertising campaigns for other businesses, and we worked with hundreds of different, small businesses in all different industries, helping them effectively market their business online. Some of our clients had very large advertising budgets. Some were spending over $10,000 a day.

And so, we got to manage and optimize their campaigns, and by doing that, we learnt a lot about what makes effective marketing, what doesn’t make effective marketing, and how to make marketing campaigns more effective? So if you’re looking for more sales and more clients, and you’re looking to improve your marketing, this video is going to show you the top three ways that you can do that.

So the first step to making your marketing more effective is to create what we call your minimum viable audience. So what does that mean? When most people try to market or advertise their business, they try to see, “How many people can I go after?” And they want to get as many people as possible.

If you look at a company like Amazon, it’s very easy to see that they basically target everyone. And so, as business owners, we can think, “Well, I should be targeting everyone. The more people I target, the better. If I talk to more people, I’ll have a higher likelihood of some people being interested.”

However, this is not true because if you try to target everyone, you appeal to no one. And if you’re trying to advertise your business, unless you’re solving death, you’re never going to appeal to anyone anyway. So it’s better to focus on, “Who are people that I can help the most?” And this is what we call your minimum viable audience.

What we want to do is identify, “What is the smallest group of people that I could possibly target to make my business viable?” And what often happens is we vastly overestimate how many customers we actually need to have a successful business.

If you’re selling a high ticket service, let’s say it’s $5,000. All you need is roughly 500 customers and you have a million dollar business. That’s just 500 people. And so what most people do is they try to put out marketing messaging that appeals to everyone, and it’s broad, it’s generic, it’s boring, and no one pays attention to it.

Instead, what we want to do is laser focus on a very small group of people that we can help. And by doing that, everything we do when it comes to advertising and marketing will be improved. An example of this would be, let’s say, you’re just about to get married and you want to get six-pack abs before your wedding.

If you saw an ad that said, “Are you getting married? If so, do you want six-pack abs before your wedding? I can help.” If you saw that, because it’s so specific to you, it’s very likely you would pay attention. On the other hand, if you saw an ad that said, “Want to lose weight?” You probably wouldn’t pay much attention it because it’s too broad.

And so, this is how most businesses advertise. They just say, “Want to lose weight? Or want to get in shape? Or want to achieve a very broad thing that is not specific to anyone?” So instead, what we want to do is create a market that is so small, that we can speak directly to them. And by doing that, we’ll install confidence in them because we’re basically putting out messaging that when they see it, they say, “This is for me. I need this.” And by doing that, everything you do when it comes to marketing will be far more effective.

The second tip to improving your marketing is utilizing split tests effectively. So if you don’t know what the split test is, it’s where you compare two variables and see which one has the best results. An example would be if you were to run two ads, you could compare them, that’s a split test, and see which ad got the highest click-through rate, or which ad got the lowest cost per click, or which had resulted in the most purchases? From there, you can take that ad and you can improve it and do another split test. And by doing this, you can incrementally improve something long-term.

Now, the framework you want to use when you’re doing this is test fast, improve slow. That’s the opposite of what most people do, where they test slow and improve never. Recently, we built out a funnel and it took me about six months to optimize the funnel.

The way that worked was at the start, I tested a lot of different variables. I tested different landing pages. I tested different offers. I tested different ads. So I tested very fast, and once I found one that showed promise, I incrementally improved it day after day, week after week.

And so, the idea here is test fast, improve slow. Once you have an idea for something, how quickly can you test it? Can you test something today? Can you put up a post today? Can you test different ideas today? And if one of those ideas shows promise, then what you want to do is use split tests to continuously improve it long-term.

And when you’re running split tests, if something works, you want to analyze it and think, “Why did this work?” And then from there, when you create your next test, you can improve the thing that you thought was responsible for the results.

An example would be if you run an ad and you thought the ad was working, because it was very direct. Well, then what you could do is create a new ad that was even more direct, and see if that actually improved it. If it did, you would know that the reason the ad was working was because it was direct. If it didn’t work, when you made it more direct, that may not have been the reason it was working.

So you might look at the ad that is working and say, “Well, maybe it’s working because there’s a bright image in the ad.” So then what you could do is create a split test with an even brighter image and see did that improve the ad’s performance? By doing this, you can learn what’s working and why it’s working, and you can get closer to perfect or ideal. And by doing that long-term, you can optimize a strategy or an ad, or a funnel, so that it becomes more effective.

What most people do when they split test things is they’ll test two completely different things, and if one doesn’t work, they’ll just test another completely different thing. And when you do this, you don’t build on what’s already working. You don’t learn why it’s working, and you can’t actually make improvements. You’re basically just taking shots in the dark.

So when you’re doing split tests, if something’s working, analyze it and figure why you think it’s working, and then test that, create a split test, where you go more extreme in that direction. If something’s not working, again, analyze it and ask yourself, “Why isn’t this working?” And then make a change with a hypothesis as to why something might work better. And by doing this, again, long-term, you can improve something incrementally. And so, the entire strategy is test things fast at the start, and once you’ve found something that has promise, improve it long-term, and that’s the difference between something that’s good and something that’s great.

The third way to make your marketing more effective comes down to how you monetize your offer, because good marketing is not, do you have a good ad or do you have a good funnel? Ultimately, effective marketing is, “Am I making more money than what I’m spending?” And if you’re doing that, then your marketing is effective.

And so, rather than focusing on how I improve my ad, sometimes it’s easier and more effective to focus on, “How can I make more money per sale so that I can afford to spend more on marketing?” Let’s say you make $50 per sale. You can only afford to spend $50 to acquire a customer to break even.

Instead, if you were making, let’s say $1,000 per sale, now you can spend up to a $1,000 to break even. And so by doing that, you have more room for movement. There’s more fault tolerance in your system because you’re able to spend more. You’re able to acquire customers at a profit, even if you’re spending more to do so, than someone who’s only making $50 per sale. So changing the monetization structure of your offer can make your marketing far more effective than improving your funnel ads.

There’s a lot of ways you can do this. You could add upsells, you could increase your prices. One thing that we did, which to this day, remains the single most impactful thing we did to increase our average order value, was changing the bundle options of a specific product.

So this product, you could buy one, you could buy two, or you could buy three. And what we found was about 60% of people bought the smallest option, which was one, 30% bought the middle option, which was two, and about 10% bought the biggest option, which was three. All we did was change the bundle options from one, two or three, to one, three, or six. And what we found was that the percent of people that bought each option remained the same.

So 60% of people bought the smallest option, one, 30% of people bought the middle option, which was now three, and 10% of people bought the biggest option, which was now six. And so, the margins stayed the same in terms of the number of people buying each product. But overall, it increased our average order value by 60% because instead of buying two, they are now buying three. And instead of buying three, they are now buying six.

And so, this idea comes from the fact that any group of people, there’ll be some people who buy the smallest option. There’ll be some people who buy the middle option, and there’ll be some people who buy the biggest option. And typically, the greater the distance between those options, the more money you make. And by doing something like that, you’re able to make more profit or more revenue per sale. And that means you can have more capital to reinvest back into your marketing, which ultimately means your marketing is more effective because you’re making more money for every sale you make.

If you enjoyed this video, be sure to leave it alike, and make sure you subscribe to get more videos like this. If you have any questions about any of the strategies we covered, leave a comment below and we’ll create a follow-up video to go deeper and dissect these specific strategies. Hopefully, you’ve enjoyed this and thanks for watching.