If you are using automated webinars to get leads and convert those webinar registrations into booked calls for you or your sales team, you know it can be challenging.
One week you may have a decent amount of calls coming in and you are able to fill calendar appointment slots with high-quality leads that turn into sales.
The next week you may have a lot of calls booked but the quality of those leads are less than desirable.
Then you find a way to target better quality audiences and your call volume drops.
It’s a never-ending rollercoaster of ups and downs and you just want to have a consistent flow of people booking calls that are serious about working with you AND they can afford you.
I have heard this complaint over and over again from clients when they come to my agency looking for someone to help them improve the consistency of their lead gen campaigns.
When leads aren’t booking or the leads that are booking aren’t a good fit, it usually comes down to one major problem:
The messaging in their ads and funnels aren’t resonating with the RIGHT people who can afford to pay to have the problem solved.
Here is how I go about fixing that problem in my agency and create a stampede of hungry ready to buy leads that convert into high paying clients week after week.
High-Ticket Offer Requires High-Ticket Ad Copy
I had a client come to me a few months ago that’s in the coaching space who was extremely unhappy with the quality of leads he was getting from his evergreen webinar.
This client was a high-profile behavioral coach that wanted to target executives and business owners that were suffering from anxiety and feeling overwhelmed.
He sells a high-ticket 8-week coaching program for $5K so naturally, he wanted people who were not only in a financial position to afford coaching but were the motivated type to actually put in the work to fix the issues using his program.
The agency he was using before created really catchy looking ad images with graphics and they used some decent copy in the ads that described some of the symptoms that my client’s program helped to solve.
These ads brought in webinar registrations for a pretty good cost per registration, around $5-$10 a piece.
He was getting webinar registrations and they were booking calls.
Only there was a HUGE problem.
The leads that were booking a call were not executives, business owners, and most were nowhere near financially able to afford him.
After a couple of months of this, he decided to contact me to look at his ads and see if I could diagnose the problem.
I could see what the issue was right away.
The ads were not speaking to WHO he wanted to be his ideal client.
They were speaking to the symptoms and the problem but the ads did not call out what I call an Ideal Client Profile or ICP.
The ads were very generic and were bringing in people who were not executives or business owners.
These leads weren’t buying on the sales calls because they couldn’t afford the program and because they weren’t relating to him on the calls (because they weren’t his ICP).
As you can imagine this made for a calendar booked full of calls with broke, uncommitted, unmotivated people and was a nightmare for him and his sales team.
How to Craft High-Ticket Ad Copy
First thing I do with clients is to have them fill out my Ideal Client Profile survey so that we can both have a deeper understanding of exactly who they want to work with.
Some people call these Ideal Customer Personas but it’s basically a list of questions that dig deep into the psychology behind the problems that their market is facing.
I want to know how to describe the problem to them better than they can describe it themselves.
If you can manage to do this in your marketing your ideal clients will start to naturally believe that you must have the solution because you described it in so much detail and much better than they ever could on their own.
With these questions, you want to create a fictional person that you can visualize in your mind as being the ideal client.
Someone that has a deep need for your service, can afford it, and someone that you actually like working with.
I also got a list of all of the people who bought from him in the past and went and looked at their answers on the form that they had to fill out after booking a call on his calendar.
Talk about a goldmine.
In these answers, I was able to hear (in their own words) the problems that kept them up at night.
I could delve deep into the psyche of his actual buyers and use those words to craft ads that gave the impression that my client was “in their head”.
You want them to feel like you are “in their head”.
Once you do that you have marketing you will be able to attract the right leads all day long.
After we completed this ICP and I studied those form responses I went to work creating new ad copy that spoke directly to executives, business owners, and high performers who my client wanted to work with.
For High-Ticket Always Use Long-Form Copy
One critical mistake that the previous agency was making with this client’s ads was that the ad copy was too short.
When trying to attract leads for high-ticket programs you need to pre-qualify them as much as possible with your ad copy.
You want them to draw them in with a question and then get them interested in reading more.
The more they read the more time they can determine on their own if the webinar is something that is a fit for them.
If they are the type that doesn’t like to read a long-form Facebook ad then they are probably not the type to want to sit through your a 50-minute webinar wither.
It’s important to have your ad copy not only draw in the RIGHT lead but to also repel the wrong ones.
Don’t Forget About Ad Images
Having engaging ad copy that draws in your ideal client is mandatory but having images in your ads that get people to stop scrolling and actually read this amazing ad copy is just as important.
If all of your ideal prospects just scroll right by your ad without taking notice then you’ve failed.
One thing we do with all of our clients who are running Facebook ads is to test out different creatives that not only inspire an emotional response but also get them curious and want to read the rest of the ad.
We’ve found that vector images and pencil drawings work really well with Facebook ads. The reason (as best I can tell) is that they stand out. They provide a pattern interrupt in the newsfeed. They don’t necessarily look like an ad so people will stop to see what they are.
You want the images to speak to an emotion that your prospect is experiencing.
In this client’s case, their ideal client was experiencing extreme anxiety, depression, and overwhelm in their daily life and they were being physically and mentally affected in many negative ways by it.
We used images that showed people in a sense of despair and in a state of not really knowing what to do next.
These images resonated with our ideal prospects because this was the daily thought that permeated their thinking.
Depression, sadness, will this go on forever, you get the idea.
After overhauling everything from the ad copy to the ad imagery we let the ads go to established targeting that we felt we wanted to test out first.
After a couple of days, the calls started to book.
I get this text message from my client.
“Leads are coming in and they look like they are really good quality!”
I’ve been at this for some time and I know not to let those first few days get your hopes up.
We need to have this campaign produce quality leads week in and week out.
Here are some results from the campaign after the first 30 days:
- Cost per webinar registration stayed about the same, around $8-$12.
- Webinar landing page conversion was a little lower than I like to see it (12%) but we hadn’t started to test different landing pages yet.
- Cost per call booked went down from an average of $175 per call to between $80 and $120 per call
- Webinar conversion number (% of people who booked a call) jumped from 5% to 11%. Still lower than what we wanted but this was just from ad copy optimization, there is still a lot more that we needed to do to get call volume up.
- Now the important part – over $50,000 in sales with a 10X Return on Ad Spend!
These results came in from just improving the ad copy we are just starting to scale this up.
Now the really fun part begins, taking this campaign and trying to maintain the 10X returns and scaling them up to $100K + months.
If you want to attract the perfect client that fits your Ideal Client Profile then you have to use language in your marketing that speaks to them.
Don’t be afraid to call them out directly.
If you are targeting business owners, start your Facebook ad with a question that leads them to an answer that you would want from an ideal client.
Also, make sure that your marketing funnel is congruent with your ad messaging.
Be sure to stick with the same theme on your landing pages, your thank you pages, your webinar, your email follow-up, everything.
Do the work up front with creating your ideal client profiles so that you stay on track and don’t lose focus on who you are attracting.
Survey your buyers and ask them questions. This will help you to understand your market at an even deeper level.
Okay, so that’s all I got for now.
Go out there and make sure your ad copy speaks to the RIGHT people and let me know if any of this was helpful.