Get Paid to Build Trust With Your Customers by Spending Less On Ads

I feel bad for business owners with four/five digit products and services. 

There's this insane pressure to conjure more and more leads out of thin air. If a steady flow of leads aren't coming in, then the ship sinks and things get slow. Really slow.

"We need more ads!" says your fancy-haired smooth-talking marketing guy. Let's call him Modern Marketing Man. 

You're desperate for leads. So you approve his suggestion to design some very pretty, I-went-to-University-so-I-know-what-I'm-doing-ads. You pump money into them and cross your fingers hoping for a return.

Does that scenario seem... off? Does it give you the ick? There's a reason your gut is telling you that something is wrong... 

Because it's right. YOU'RE right. Something is wrong.

But you do it anyway. Because it's supposed to work! And what other choice do you have?

Not only that, but your competitors are creating ads like they're going out of style. They're active on social media, in print ads, they're fricken' EVERYWHERE... the bastards. 

When you go all in on ads without a proper funnel, you create a vicious cycle. It goes something like this:

To get more leads we need more ads!
But to afford more ads we need more leads!
But to get more leads we need more ads!
But to afford more ads we need more leads!
But-

You get it. 

It’s like a ship with water leaking in and dumping out at the same rate. The water level never changes. Your stress levels on the other hand? Oh boy do they keep rising.

To top it all off, the ads don’t even convert. Modern Marketing Man explains in a roundabout way that the problem was with the budget, or that we didn't target the right demographic. And he knows a lot about this stuff. You know because he's ranted about it for hours before.

It's time to fix this sh*t. 

Ads work, but you need to understand how they work. And you need to understand your customers better. We're gonna do that right now.

There Are 3 Types of Leads That See Your Ads

When we understand which type of customer holds the majority of the eyeballs on your ads, you'll see the majority purpose of your ads.

Lead 1: “No”

They see your ad and don't give a sh*t. The problem you solve isn't relevant to them. The stock image Modern Marketing Man used reminds them of their ex girlfriend. 

Whatever the reason, you have no chance of converting them to make a sale.

Lead 2: “Yes”

They see your ad and are frothing at the mouth, smashing their credit card info into their keyboard, screaming at the screen, "YES! YES! I NEED THIS RIGHT F*CKING NOW!" 

They're the ultra-rare diamond in the rough that is so desperate for a solution that they're ready to buy whatever comes their way first. And you caught them at just the right time.

Lead 3: “Maybe” 

(THIS IS THE MAJORITY!)

They see your ad and think, "Huh, interesting." 

That's it. You've caught their attention. That's a big accomplishment itself! Pat yourself on the back.

Since most of our leads are a "maybe", we can see what the real purpose of an ad is:

Ads don't make direct sales. Ads generate interest.

Let me repeat it and make it a little block quote. Yes, it's that important.

Ads don't make direct sales. Ads generate interest.

Okay. So we have their interest. Buut now what? How do we turn a "maybe" into a "YES"? 

There's a million objections why a lead isn'tready to buy, but every objection in the world boils down to the same thing: 

They don’t trust you. 

That's it. 

In other words, they don't have proof that you provide the value you say you do.

So you need to prove to them they can trust you.

The Expensive, Drawn Out Way of Building Trust

It's impossible to establish a strong level of trust with just one ad. Modern Marketing Man knows this too. That's why he begs you to spend more money on more ads.

It's a trap. 

They think "showing up" more in your customer's lives is what will get the sale. "We need more brand awareness!", says Modern Marketing Man. 

And truthfully, he's not wrong. Eventually ads CAN pay off in getting the sale. 

However, the problem is the huge amount of money it takes to get there, the vicious cycle from earlier.

Picture This...

Imagine you and your competitors are all standing in front of a blank plinko board. 

Your ads are nails that you can hammer into the board to strategically guide the plinko chip, the lead, into your spot at the bottom, the sale!

Logically, the more nails you put into the board, the greater the chance the plinko chip randomly bounces into your spot. 

But how many nails can you afford? 

Is it enough nails to be worth it?

Can your competitors afford more nails than you? 

To top it all off, the plinko chip still  bounces randomly. A lead can hit all the nails you can afford and still land somewhere else and you miss the sale.

Why is it random? Because the lead still doesn't have proof from anyone, including your competitors, that you all do what you say you do.

When you depend on your ads to build trust, the business who can afford the most ads wins. 

And that's not fair. Or helpful.

You need a way to build trust as fast and cheaply as possible while you have the momentary attention of your leads.

I'm going to tell you how.

Not only that, but I'm going to tell you how to get your customers to pay you to build trust with them. 

Keep reading.

How Leads Pay You to Build Their Trust With You

You know the old saying, “the proof is in the pudding”? Well I have a secret for you...

Your products are the pudding.

If your products are the pudding, that means that trust is built fastest by having a direct experience with your business through your products (and services). 

"But Averey... they aren't buying. That’s the whole problem!

Exactly. We agree! So heed these words:

You need more products.
Specifically, a product suite.

A product suite is a series of solutions that all address the same problem at varying price points ranging from free to thousands of dollars.

I want you to think of the price point from the customer's perspective. 

Your "price point" really equals the "level of commitment" you're asking them to make with you. 

The higher the price point, the higher the level of commitment you're asking for.

And the higher the level of commitment you ask for, the greater the level of trust the lead requires.

Let's look at an example of a product suite in action.

How A Product Suite Pays You to Build Customer Trust

Let’s say you want to get in shape. 

You find a fitness coach through an Instagram ad that has a $5,000 one-on-one coaching product to help you lose weight and get your confidence back. 

You immediately scoff and squint with an air of skepticism.

"That's a lot of money for someone I don't know anything about!" You think to yourself.

The Instagram ad itself isn't enough proof to justify spending $5,000.  

However, this nutrition coach also has a meal prep guide for just $15. It shows you all the foods you should be buying based on your body type and even has a grocery guide in it.

Both products address the same problem: you're overweight and have no self-confidence. But they address it at different price points. 

AKA: They're asking for different levels of commitment from you, the lead.

In comparison to the $5,000 full commitment, $15 is peanuts. There's less risk. If it doesn't work out or provide value, then there's barely any loss for trying it.

The $15 meal prep guide is a test to prove if they'll deliver on their promise. 

Because when you deliver on your promise at one price point, your customers will trust that you will do it at another price point. 

You gave them their pudding. Yum!

The Benefits of Building Product Suites

The people who are most likely to buy from you are people who have already bought from you because you've already gained their trust. 

It doesn't take much. Generally one or two lower ticket offers are enough proof  to launch someone into spending thousands of dollars with you. 

I know because it worked on me with a funnel marketing course I bought for $2,600. 

I bought his book first for $20. And before that I consumed his content for free. 

1-2-3!

By having a suite of products at varying levels of commitment (price points), you are creating a funnel for your customers to ascend through.

And through ascension is how you get paid every step of the way to build trust with your leads and customers.

Man, it should be a ladder, not a funnel.  

Do I have to change my business name? 

Crap.

Oh well. 

I like the alliteration anyway.

What Happens If You Don't Build Product Suites...

If you depend on just one product to carry your sales instead of a suite of products, five things will happen:

1. You miss out on sales from leads that aren’t ready to commit to your expensive offer. 
2. You miss out on sales for customers who want to ascend. "What's next?" 
3. You spend way too much on ads to convince people to trust you enough to make a purchase.
4. Your overhead expenses eat away at the revenue generated by having only one core product, making that product less profitable. Product suites cushion overhead.
5. Your eyes burn red as you cry at the sky asking God why he's doing this to you. You're a good person. You work hard. What did you do to deserve this stress?

How to Build Product Suites

To make a product suite, ask yourself, “How would I solve this problem for $1,000? For $500? For $20? For free?” 

One trick is  to break off  pieces of your core product and sell them as smaller, stand alone products.

Then, create systems to deliver those lower ticket products on automation so you aren't stuck doing even more than you're already swamped with.

Finally, start email marketing to your leads to nurture them into repeat customers that want to ascend your product suites.

Welcome to scalability and sustainability.

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